Meet the Mind and the Muse: Tonni Hyman

There are those who talk about shaping a brand, and then there are those who step up, take the keys, and embody the entire movement.

Meet Tonni Hyman—the visionary force, new owner, and undeniable heartbeat of FOOF. What started as an avant-garde lifestyle brand has officially entered its most dangerous and ambitious era yet. With a sharp eye for disruption and a fearless approach to modern digital culture, Tonni isn't just steering the ship; she is writing a brand-new playbook.

As the mastermind behind FOOF’s expansion into a premier modeling agency—while rolling out highly anticipated, boundary-pushing activewear and lingerie lines—Tonni refuses to hide behind a corporate logo. As both the chief executive and the primary face of the brand, she lives the lifestyle she sells: unapologetic, fiercely independent, and effortlessly magnetic.

We sat down with Tonni for an unfiltered conversation about transition, power, the creator economy, and what it really takes to run an empire on your own terms.

Interviewer: You’re officially the owner of FOOF now. How’s that feeling? What made you want to take that step?

Tonni: Honestly, it feels right. There’s a lot that comes with it, but I like being able to make a decision and actually see it through. I have ideas about where I want FOOF to go. Once you’re putting that much of yourself into something, having a real stake in it matters. I wanted to be able to build on those ideas and take responsibility for how they turn out.

Interviewer: You’re a creator yourself. What drew you into that world in the first place?

Tonni: It started with curiosity. I saw other women creating content and thought, “Maybe I could do that too.” I was younger and pretty impressionable. In the beginning, I gave other people’s opinions more weight than I probably should have. But as I grew into it, I started recognizing the value in what I was creating and in myself. I got more confident about what I wanted to share and what I wanted to keep for me. I learned to appreciate the attention without letting it decide what I was worth. That changed how I approached the work. Now I see it as something I can build on my own terms, and I want to help other creators find that confidence too.

Interviewer: So where do you want to take FOOF?

Tonni: I want it to have a feel people recognize. There’s confidence in it. There’s femininity. There’s a little bit of that provocative side too. The talent side and the clothing should feel like they belong together. And I want the pieces to make sense in someone’s everyday life. Something she enjoys wearing and reaches for again.

Interviewer: You’re also bringing AI into the process. How does that fit with supporting your creators? And what do people tend to misunderstand about that work?

Tonni: People see the finished content. They don’t always see how much goes into coming up with ideas and keeping everything consistent. It’s a lot to keep up with. FOOF is still a talent management brand. I’m going to use AI to help our creators generate content and give them more ways to bring their ideas to life. Their personality and their vision are still what we’re working around. I see AI as another tool we can use to support them and make the creative process more manageable.

Interviewer: You’ll also be modeling the collections yourself. What made you decide to step in front of the camera?

Tonni: It made sense to me. I’m involved in the direction of the brand, so modeling gives me another way to bring that to life. People will get to see how I wear the pieces and how I picture them being styled. Right now, I’m doing that while I build the model roster. As other women come in, I’m excited to see what they bring to it too.

Interviewer: And when the camera’s off? What’s your guilty pleasure? Does that side of you show up in the clothes?

Tonni: My guilty pleasure is late-night shopping for lingerie and cute lounge sets. I’ll tell myself I’m just browsing and somehow I’m checking out. I like having pretty things just for myself, even when I have absolutely nowhere to go. That’s a feeling I want in FOOF too. You should be able to spend the night at home and still feel feminine and a little spoiled. Style-wise, I like feeling put together even when I’m comfortable. I like feeling feminine too. Then there’s that more provocative side of me. You’ll see those different sides in the clothing, from something easy to lounge in to something a little more intimate.

Interviewer: So what do you want a woman to feel when she puts on FOOF?

Tonni: Good about herself. I want her to put it on and think, “This looks good on me.” It should suit her body and how she’s feeling that day. Sometimes you want to be comfortable. Sometimes you want to feel a little sexy. I’d like her to have pieces she enjoys for both.

Interviewer: You mentioned bringing other models in. What will you be looking for?

Tonni: Someone who brings her own personality to it. You can feel it when a woman is comfortable with herself in front of the camera. I’m looking for that, along with those who take the work seriously. Being reliable and being able to work with people matter to me. Different looks and personalities will give FOOF more depth.

Interviewer: And what should the community look out for first?

Tonni: You’ll be seeing more of me as we bring the collections to life. Loungewear is the immediate focus. Activewear and lingerie are in the wider plan. I’ll also be building the model roster and developing the creator side alongside that. I want people to see the process as it comes together and feel involved in where FOOF is going.