In Malawi, if there is an industry that has been the slowest growing and the
most criticized, then it has to be the modeling.
There are suggestions that government should intervene to protect models like
these. Photo by Kimpho Loka.
Models have been called prostitutes to begin with, and it has on several
occasions been blamed for misleading the youth and disrespecting the country’s
culture and traditions. I guess it’s safe to call it the black sheep of the
industries.
However, in a bid to change the outlook the general public has on the
industry in Malawi, 2015 saw dazzling and unique shows, including WAFE and HAEZ,
which showcased Malawian designs, designers and models.
On top of that, the amazing videos released this year featuring Malawian
models cannot be ignored.
These developments show just how much Malawians have grown in awareness and
embracement of the industry. But is it safe to say the modeling industry is
ready to take off on the international scene?
“Not yet. We still have a long way to go,” observes Samuel Sozela of
Sparkling Photography in an interview with Nyasa Showbiz.
Sozela, who works with models on a regular basis, feels that the industry is
not ready to take off internationally.
“I think there has to be modeling agencies and companies that will only focus
on how to improve modeling in Malawi.
“Our models also need a lot of training. I’ve been to events where you’d
clearly see that a model on stage had no idea what they were doing or what they
were supposed to do.
“People forget that modeling is not just about walking on the stage but also
knowing what to do next at a particular time,” he states.
Sharon Kadangwe, a model who has worked with big companies such as Airtel
Malawi and Nedbank, as well as different designers among them Vanessa Nsona of
DoroVee, Lillian Koreia of Miizu, Terrence Edwards of TMD and Lauretta of LV,
suggests having a union for the industry.
“Malawi is very far from being taken seriously internationally. I think some
Malawian models have what it takes to make it out there, but we don’t have an
industry here to support us,” says the model.
“We are growing, but nothing tangible has been done yet. A union or committee
would definitely be a way to start. There needs to be an independent body that
sets the standard prices for all modeling work, which would be the foundation of
some serious professionalism.
“Those who want to model professionally must register. Not everyone is a
model. Pretty or unique looks don’t always mean you are the model-type,” adds
the model who was also part of the Malawi Fashion Week 2013.
Capital FM’s Elita Soko observes: “The problem with modeling is the standards
are set based on the western culture. There is a particular body type associated
with modeling, which again is western.
“As long as we have a culture that we think we should adhere to, there is no
way that the industry will grow to a point it can be taken to the international
level, because we need to meet the standards which contradict with our beliefs
as Malawians.”
There have been suggestions that government should be involved in coming up
with policies for the industry.
“Government needs to be convinced that modeling is valuable enough,
economically and socially. We need to prove its worth first,” says Soko.
Business and Entertainment journalist Earlene Chimoyo agrees that modeling
has not flourished in Malawi because of cultural misconceptions and the public’s
mindset about the industry and the players.
“To change the situation we need a multifaceted approach. As a country we
must intensify awareness campaigns on women and girls empowerment in the social
circles,” comments Chimoyo.
On policies, she says “It would be imperative to come up with guidelines that
would promote use of local talent in the marketing of local and international
products in the country. This would see the industry booming because then
models, modeling agencies, and designers would find a ready market.
And this policy should also encompass issues of protection of rights of
people in this industry. To this effect then I would say the government would
need to play a role because such policies would have to be made national and
properly gazetted.”
Are these ideas viable in 2016? Will the New Year see the growth of the
industry? What other ideas do you think should be implemented? Please do share
in the comments section.Read more at:
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