Dubai. The scorching sun, skyscrapers that defy the sky, and sands that hold a thousand years of history. It was here, at the epicentre of global luxury, that a landmark photoshoot took place for the legendary brand MaxMara, starring Anna Tumasyan — a participant in the ambitious Ukrainian project BRANDFACE.
For Anna, this international opportunity is more than just a new contract. It is a validation of her philosophy: the modern model must be more than just a face, but a personality who creates meaning and sense. As a BRANDFACE participant—a platform that gives women, regardless of their age or status, the chance to realize their dream—Anna is living proof of this new era.
The New Era of Modeling: A Guide for Ideas and Authenticity
Anna Tumasyan is deeply aware of how the digital age has transformed the industry. She sees the model not just as an ornament, but as an influential figure.
“The modern model is no longer just the face of a brand or a podium decoration,” Anna shares. “It is a personality who creates meaning, sets trends, and influences social processes. The world has changed: today, a model has a voice, a platform, and the opportunity to tell her own story directly to the audience.”
Social media has opened a new era where success is measured differently than before.
“If success used to be determined by contracts with agencies or magazine covers, now it’s about sincerity, consistency, and the ability to remain yourself. The viewer is no longer looking for perfection—they are looking for authenticity. And this is where the model becomes not just a ‘beautiful image,’ but an example of a lifestyle, mindset, and inner harmony.”
For Anna, her role carries a social mission. She aims to be not only an inspiration but also a guide for ideas.
“For me, the role of a modern model is to be a guide for ideas: about a healthy attitude toward oneself, about respect for naturalness, about conscious consumption, and the acceptance of age-related beauty. We live in a time when unedited pictures can generate a greater response than perfectly retouched photos.”
This is a time when the model, thanks to the BRANDFACE project, can show not only her appearance but also her depth—her thoughts, values, and life experience.
The Silence After the Light: Harmony and the True Feeling of Life
The demanding MaxMara shoot in Dubai undoubtedly required full commitment. But the most valuable emotions, according to Anna, come in the moments of silence.
“After any show or shoot, there is a moment of silence. When the spotlights fade and the backstage bustle gives way to calm, that is when I feel the most valuable things—gratitude and harmony.”
This harmony is based on a deep respect for the work and the team.
“Gratitude to the team that created alongside me; gratitude to my body that kept up the pace; gratitude to myself—for the courage to be present in the moment… It’s not euphoria, not a feeling of victory—but rather an internal balance. The realization that this project is not just a job, but a piece of personal history, another step in development.”
It is important for Anna to convey not only a beautiful picture but also an idea and an emotion.
“It’s important for me to feel that I didn’t just show the clothes, but conveyed a mood, an idea, an emotion. That behind the scenes, not only a pretty picture remained, but a true feeling of life… And when I see the same energy that I put into the work in the eyes of the audience or photographers—that’s when the most valuable feeling comes: I did something real.”
Anna Tumasyan demonstrates that being a model today is about being a creator, a guide, and an inspiration. Her journey, which began at BRANDFACE, confirms that Ukrainian women are capable of conquering the global fashion scene, bringing with them the authenticity and depth that the modern world values.
Model: Anna Tumasyan
Project: BRANDFACE
Location: Dubai. MaxMara Shooting.
