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| Models on the ramp at the Mercedes-Benz Fashion Week SA |
The modelling industry is a lucrative business globally worth billions of dollars. Sadly, the industry in Swaziland merely has nothing to offer. Swaziland has four modelling agencies; Face Modelling and Casting Agency, Top Models, Icon Models Swaziland and the newly established Juice Models. These modelling agencies are just out in the public with their scouts that recruit every “aspiring model” or ‘’raw talent” to their new faces or “new finds’’ list being plastered on our weekend newspapers.
We rarely have fashion shows in Swaziland and when we do, they are ‘’mediocre” fashion shows. One who watches Fashion TV instantly knows the modelling industry in Swaziland is doomed or worse, it is just non-existent. The question is, “Where are we getting it wrong and how we can fix it and well is it possible to fix it?”
Firstly, we look into the model scouts roaming the streets searching for ‘’raw talent”. It is time we get it through that with the leading international modelling agencies such Ford Models (rated by Forbes as the Most Influential Agency in 2011) specially trained personnel scout for models. It is not just someone who woke up with this dream of having a couple of girls and boys work for him/her. The modelling industry is serious business; you know your models have to open at the Paris Fashion week thus its quality over quantity. One step is guiding and educating model scouts on what quality is defined as in the industry.
It is more than the age, height and dress height. Every Tom, Dick and Harry can figure this one out, and this is what we see in the casting calls in Swaziland. There should be international specifications such as bust size and well we still wonder why we have failed to produce models that can take the international stage by storm.
Secondly, we look at the management and who owns these modelling agencies. I have passion for modelling; can literally watch Fashion TV all day and have never missed any of Tyra’s American Top Model episodes and anticipated Africans Top Model. Oh, and wait I got scouted countless times and walked the ramps in Swaziland, so that qualifies me to effectively run a modelling agency?
How do we fix it? It’s not so bad. It is good to be willing to get girls and boys off the street and groom them, but seemingly the philanthropist approach is costing us loads. When we look at the world’s leading modelling management such as BMA models based in London, we know this is a serious business. I guess this is why Tara Banks and Naomi Campbell still do not have their own modelling agencies. Tara never said the winners of American Top models will win a contract with her agency but a management contract with Ford Models, a $100, 000 contract with Cover Girl, and the opportunity to appear in a top magazine.
Thirdly, we turn the spotlight on the fashion shows and our very own fashion week. Models are invited as part of the entertainment in some shows “so people look at girls.” It’s a let-down to an industry that has so much potential. Then the fashion shows which are just poorly organised and lack the “wow” factor that international fashion shows have. For example, the fashion shows at the Mercedes-Benz Fashion Week is just a big deal, Soweto Fashion week is a big deal, come to Swaziland it is just a joke. It is more like a bunch of girls, wearing heels and trying their luck in the “celeb Ville’’. Modelling is a professional career and fashion shows are serious business.
It is time we take strides to fix our modelling industry if we want to take on the big league we have to be ready and fix our small industry. Can we have our own Candice Swanepoel? How do we produce quality models who meet international standards?
Great article. All in all the questions you raise can be answered by the setting up of policies and regulations for the industry. That is what can professionalise it and take it to the next level. That said, FACE is one of the few that are quite up there in terms of professionalism.
ReplyDeleteA proufound contribution Mr Gule as an industry left to regulate itself is one set for disaster as witness in our fashion industry.
ReplyDeleteCandice Swanepoel! A no no no, Okay maybe not yet, Models need to be groomed at grass root level, the concept of modelling has not yet settled in locally, we still think of a model as that girl who starves herself to look "bacon" thin so to fit in those half sewn clothing they call fashion trends
ReplyDeleteI think the first step has to be adhering to the international standards you speak of Tenina. In swaziland, i have seem models bigger than i am who wouldnt have seen the light of the day in international agencies. If we want to be counted among the stars we should start collecting and grooming stars! great article btw!
ReplyDeleteTo think we can have models such as Candice in Swaziland is no different to thinking you can fly to Mars on a van. I think we need people who understand the value of modelling as a professional career in Swaziland. Many models have been labelled names in this nation, and what might have exercebated that is that our models are mostly school drop out, which is enough reason why it hasn't been given the value it deserves.
ReplyDelete