Next Modeling Agency Signs Top Musical.ly Stars Lisa & Lena, Vlogger Sonya Esman

Next Management has signed identical twin Musical.ly superstars Lisa and Lena Mantler — as well as lifestyle vlogger Sonya Esman — for modeling representation. The 30-year-old agency tells Tubefilter that the signings are part of a bid to make digital creators more relevant in the fashion space by forging partnerships with luxury companies.

The 15-year-old Mantler twins, who signed with Next yesterday, are the most followed creators on all of Musical.ly — which was acquired by Chinese web giant Bytedance for a reported $800 million earlier this month. In addition to their burgeoning modeling careers, the Mantlers embarked on a U.K. tour over the summer, and signed to WME in July. They also create original music and vend their own clothing line, J1MO71. The girls have subsequently broadened their fan base beyond the hit lip syncing app to a whole host of other platforms, including 12.1 million followers on Instagram and 383,000 YouTube subscribers.

For her part, 22-year-old Esman counts 1.8 million subscribers

on a Russian-language YouTube channel (and 381,000 subscribers on an English channel), where she shares fashion hauls, travel vlogs, and beauty favorites. Esman, who has collaborated with the beauty brand ColourPop on a limited edition makeup line, inked her pact with Next earlier this month.

Next also represents digital star Nash Grier and 16-year-old lifestyle vlogger Suede Brooks, for whom the agency has booked Tommy Hilfiger and Betsy Johnson campaigns, respectively.

“Up until this point, YouTubers haven’t had many opportunities in the fashion space aside from sponsored videos or Instagram posts,” said Next’s senior digital manager Erica Putze. “We’re signing digital talent who can successfully cross over into mainstream fashion whether that be runway, editorial, or print campaigns, and we believe Lisa, Lena, and Sonya are the perfect candidates to do so.”