Emily Hacker laughs at the recollection of her first modelling experience on the cover of one of Waddingtons many board games. "Bootsy" she believes it was called.

As the six-year-old daughter of an advertising director, Emily and her brothers were often models for high-profile clients. "My brothers appeared in the Haribo adverts," she smiles.

Now aged 24, and with some catwalk expertise behind her, Emily runs her own model agency.

Born in the south of England, Emily was two when she moved north. She briefly lived in London to work for news organisations, gaining media experience after graduating with a degree in broadcast journalism.

Homesickness led her back to her home city of Leeds two years ago. It meant leaving behind a glamorous life in the capital, working with some of the media's big movers and shakers - she worked behind the scenes at GMTV and with some of London's top advertising agencies while booking airtime with BSkyB.

Glamour is something Emily is used to. With her made-up face, neat blonde bob and stylish clothes she has the aura of someone who can cut it on the catwalk. She certainly has plenty of on-the-books' experience.

During her schooldays at Harrogate Grammar School and her subsequent degree studies at Sheffield Hallam University, she did some modelling and promotional work, meeting and greeting predominantly at bridal catwalk shows for local agencies.

While contemplating her career following her return to Yorkshire, modelling was her fall-back.

She says her family and friends were amazed by her decision to come back. Her father, who she says is always on hand for some sound advice, almost certainly expected his daughter would stay in London. "But I missed my family and friends too much," says Emily.

Being a model gave Emily a greater understanding of the fast-changing fashion industry. She is shapely and proud of her hips and, as far as she's concerned, size has never come into the equation during her catwalk career.

However, Emily is conscious of the impossibly high standards put upon models, and the current controversy surrounding the size zero debate.

Setting up her own modelling agency, Shine, wasn't something she did on a whim simply because she had inside knowledge of the business; she researched her market first and is gearing the business towards fuller-sized models which she says represent real women.

She's calling it the campaign for curves.' It's something that Emily is passionate about.

She is rejecting size zero models (the tiny American size 4 which has sparked debate on both sides of the Atlantic) and is keen that Shine will become a "beacon for the beauty industry."

The agency name's a play on what she considers her clients do. "I considered Dazzle' but it was too Eighties!" she laughs Emily's take on size zero is that it's unrealistic. She believes that having curves is sexier than being skinny and tells me that from her knowledge of the fashion industry, outfits tend to be promoted on height rather than size.

Emily believes glossy magazines promoting celebrity looks and programmes following people's quest to be slim, have a huge influence on models and ordinary young girls, putting pressure on them to be dangerously thin, but she says ultimately it's down to the individual's decision.

"I know guys like curves. We normally do polls asking whether they prefer a size zero or a size 12 and they say size 12, but I do think the pressure is immense," she says. "What girls have to remember is how they feel on the inside rather than what they look like.

"And at the end of the day, if the designers or buyers wanted a model to be that thin they would put their clothes on a coat hanger! The reason models get booked is to make those clothes come alive. It's the flow, the shape and the fit."

Emily illustrates her point with a reference to the current Marks & Spencer fashion campaign featuring classical pianist and runner-up in ITV's I'm a Celebrity Get Me Out of Here, Myleene Klass.

As Myleene's natural look is dominating billboards in the latest M&S Summer collection campaign, Emily hopes her agency's campaign for curves will also help get the message across that you don't have to be super-skinny and waif-like to look good.

"It's getting the message out there," says Emily. "You don't have to be stick thin. It's about uniting people into thinking it's not all size zero."

One of her most sought-after models is a size 16. "She gets booked out the most," reveals Emily. Models are sourced through castings held by Shine every two months. "We meet everyone for 20 minutes and the most important things for me are healthy skin, hair and nails rather than wondering what size they are," says Emily.

Emily's current crop of around 100 Yorkshire models are very much part of the Shine family, assisting one another when need arises. "They all feel passionate about it," says Emily.

Since launching her agency last May, Emily has received a welcome response from clients who generally see the South as a place for booking model talent.

"Because we're specialising in Yorkshire, people want to hear the stories," she says. "The calibre is so high we're as good as the London agencies. The talent is unbelievable."

Taking a swipe at the unscrupulous side of the industry, involving would-be models being asked for money without necessarily being offering work, Emily says that Shine models don't pay to be on the books. They earn when they work.

"We do not charge our models to join us - my vision is for Shine to be a beacon of fair practice and a beacon for Yorkshire," she says.

One of the major projects Emily is currently pulling together is a Bollywood-themed fashion show in Roundhay Park to coincide with the International Indian Film Academy awards events taking place in Bradford and across Yorkshire next week. The awards weekend will attract a global TV audience of 500 million.

Shine also handle promotional work, such as providing meeters and greeters' for high-profile brands including motor dealers Benfield Ford and hairstylists Toni & Guy.

Emily hopes to expand but right now she's putting her energy into promoting her brand name. "It's getting such a good reputation," she says.

"Shine has been in business for a year and I am already amazed at our results. I think this is because we have started with strong principles in line with an industry that is taking ethical issues more seriously.

"Our policy is to provide clients with a wide range of male and female models, waiting staff and promotional representatives that show Yorkshire in the best light!"

  • For more information contact www.

shinepromotions.co.uk; e-mail: info@ shinepromotions.co.uk or call 07786 366116.