Relativity Media, the Beverly Hills media company led by Ryan Kavanaugh, has launched a fashion talent representation arm.

Relativity, known for producing and distributing films such as “Social Network,” and reality TV such as “Great Food Truck Race,” has opened M3/Relativity in New York City, the Hollywood Reporter first reported Wednesday. The business will target fashion designers, creative directors, stylists and hair-makeup artists, as well as fashion brands.

M3/Relativity has hired some former CAA agents to run the agency, including Mitch Grossbach, Matthew Hunt and Martin Dolfi. They will produce programming and make equity investments in ventures.

“Relativity’s diverse and proven capabilities across the gamut of creative arts will enable us to implement and bring to fruition a variety of innovative opportunities for our clients,” Grossbach said in a later statement.

Relativity also operates a sports representation business.