Destigmatized Fashion: The 420-Friendly Modeling Agency You Should Know About


Uraina Serna cannabis modeling agency omni models

Fashion makes the world go around. Some may look at it and see beauty, aspirations, and even comfort. The words to depict it are endless. If you’ve ever seen a Culture & Cannabis fashion show, I’m sure you can understand the sentiment. Models all adorned in pot leaves and 420 mentions. Some of it’s edgy; some of it’s professional; and a lot of it, words can’t describe. Whatever one you pick, the woman behind our fashion shows, Uraina Serna, hopes for more of it, especially if cannabis is involved! Uraina has seen the anti-420 side of fashion and is working to make it more friendly for cannabis models. 

You see, similar to social media, fashion has a sticky relationship weed. The industry that regularly pushes the line of avant-garde is fairly traditional when it comes to pot. Some mediums of fashion have tapped into the luxurious potential of weed. The high-fashion world, however, keeps its relationship promotional rather than supportive. Designers like Alexander Wang and Jacquie Aiche have incorporated weed leaf designs into their pieces. When it comes to models consuming, that’s an entirely different story. 

Uraina had her own issues as she pursued modeling here in Las Vegas. As most agencies still hold true to the stoner-stereotype, being a cannabis-friendly model was simply out of the question. To help any other cannabis models that were restricted from the industry, Uraina created Omni Models. As CEO of the booking agency, Uraina runs a 420-friendly full service model and talent group covering conventions, fashion shows, trade shows, music videos and more!

Omni Models & Cannabis Fashion 

As I mentioned, Uraina modeled before creating Omni Models. She transplanted to Las Vegas nearly 10 years ago from Alamogordo, New Mexico. Her birthplace, however, is one of the first states to legalize: Colorado. She came into cannabis as she began posting new products she picked up from the shop. As she was modeling, the pushed her into the cannabis model territory.

No matter who is donning the name, it simply means a model who is cannabis friendly. It’s not a testament to over-consumption as someone would have you think. Unfortunately, the assumptions that come with the title became a problem. While competing for Miss High Times, her agency instructed her to stop promoting cannabis use or there was a possibility she would lose work. As more companies capitalize on cannabis’ growing popularity, fashion is another industry that can profit from the culture of cannabis but never professionally offer anything in return.

Aside from just some restrictions on social media, modeling comes with fine print. Models can have structured rules on hair, weight, and tattoos. All of this attributes to what is deemed beautiful or acceptable. While niche brands may want to stay true to themselves, most shouldn’t have any issue with what models or outside of their contract. This, again, is an example of the vicious cycle cannabis finds itself in. It’s stigmatized and blocked from mainstream avenues, as a result people’s negative image of it only grows. Omni’s mission is to fix that.

Uraina has seen that judgement as a cannabis model and as a mother who consumes cannabis. Personally, she has only experienced more people asking for advice on motherhood and cannabis. She feels that her openness has already helped more people see cannabis differently. Being able to offer the advice and the opportunity is what she cares about most. Omni has made modeling more comfortable for those who consume and has allowed them to even branch out further into cannabis.

Now, Uraina has been operating for 2 years. In that time, she’s host fashion shows across town even at Culture & Cannabis events, featuring work by Sabra Kadabra, Mary Jane Runway, and more. As she gives more words to the cannabis fashion community, she pines for the day we break through those high-fashion barriers. We both discussed the potential of a weed-centric Fashion Week; for now, there’s some body painting in the future for the Omni Models. To keep up with their shows or to book a cannabis model, contact Uraina or Omni Models here. 

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Picture of Joycelin Arnold

Joycelin Arnold

Dating back to 2012, Joycelin has wrote for various online Video Game publications covering events and launches regularly. Cannabis has been with her throughout the journey, however. She officially joined cannabis industry in 2016 as a budtender and begin writing for brands and magazines in 2017. Outside of cannabis, she writes science fiction with one published novel, Siren, so far.

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