As the film industry turns its gaze toward Hollywood’s biggest night, The Wall Group is drawing attention to those who help make the spectacle possible but rarely receive the spotlight. Timed with Oscars week, the creative management agency has launched a campaign honoring the behind-the-scenes talent who bring red carpet moments to life, from stylists and makeup artists to groomers, nail technicians and hair experts.
Centered around the message “Thank Your Glam Team,” the campaign includes a billboard at Sunset and Laurel Boulevard and wild postings at Highland and Franklin Avenue in Los Angeles. The visuals recognize the creative community responsible for shaping the looks, images and cultural moments that define awards season.
The Wall Group debuts “Thank Your Glam Team” campaign in Los Angeles.
Courtesy of The Wall Group / Luke Stage
“During awards season or any red carpet event, the spotlight is naturally on the talent in front of the camera,” Kate Stirling, SVP and co-head of fashion representation at WME Fashion, overseeing The Wall Group and IMG Models globally, told WWD. “But what people don’t see is the planning, creativity, and hard work that goes into making that moment possible. Celebrating their creativity not only creates visibility and opportunity for an artist’s craft, it allows us to recognize a community who are incredibly hard working, resilient, and have a unique ability to tell stories through their work that ultimately influence our culture.”
The campaign doubles as a celebration of The Wall Group’s 25th anniversary, marking a milestone for the company that’s helped establish and represent many of the industry’s most in-demand image makers. Founded by Brooke Wall, the agency was among the first to advocate that stylists, hair and makeup artists, and other creatives deserved the kind of formal representation typically reserved for actors and directors.
“Our founder, Brooke Wall, was early to recognize the need for behind-the-scenes talent to have representation,” Stirling said. “As the industry evolved, and social media gave consumers a look behind the curtain, recognition for artists grew — and they in turn became talent themselves.”
That growing visibility has transformed the industry landscape. With audiences expecting more transparency and access, the role of the glam professional has expanded beyond service into influence. “Artists are increasingly being looked to as experts, image consultants, curators, and tastemakers,” Stirling said. “Those shifts diversified our roster, broadened the scope of work that became available, and The Wall Group grew in parallel with the industry’s expansion.”
Today, The Wall Group represents some of fashion and beauty’s most recognizable creative names — including Chris Appleton, Mimi Cuttrell, Kate Young, Hung Vanngo, Karla Welch, Gucci Westman, and Shiona Turini — through offices in New York, Los Angeles, London and Nashville.
The anniversary campaign extends online through twg25.com and @thewallgroup, where a year-long series of digital features and Q&As will highlight key artists and moments from the agency’s history.
Reflecting on its 25 years, Stirling pointed to moments that capture its creative legacy across fashion, film and music. These include now-iconic red carpet turns such as Michelle Williams’ yellow Vera Wang gown at the 2006 Oscars, styled by Kate Young; Brad Goreski styling Demi Moore and Mimi Cuttrell styling Ariana Grande for their 2025 awards season run, and more recent looks by stylists like Ilaria Urbinati and Michael Fisher, credited with expanding the expression of men’s fashion on the carpet.
Beyond awards season, The Wall Group’s influence extends to music tours and campaigns: Chris Horan and Yasmin Istanbouli’s work with Charli XCX’s “BRAT Tour,” Sophia Sinot’s makeup designs for Zara Larsson, and Shiona Turini’s styling for Beyoncé’s “Renaissance” tour all underscore the agency’s ongoing reach.
“What’s been most rewarding,” Stirling said, “is seeing so many artists use their craft as a springboard to build out robust businesses alongside our teams. Chris Appleton is a great example — not only is he a legendary hairstylist, he’s also a global creative director, brand ambassador for multiple beauty lines, and a New York Times best-selling author.”
