Modelling - not so smooth a ramp

Source : Kutlwano

Author : Ndingililo Gaoswediwe

Location : Gaborone

Event : Feature Article/Interview

Modelling - not so smooth a ramp

Article: Ndingililo Gaoswediwe

Photos: Phenyo Moalosi

Often you hear many young Batswana girls expressing their desire to become models. Accordingly, Botswana has of late experienced an emergence of modelling agencies. However, as an emerging industry in the country and like many other businesses, modelling also has its own challenges and shortcomings.

Here, the future of such entities still looks bleak despite the country celebrating its first ever supermodel, Kaone Kario, who was named Nokia Face of Africa in 2005.

Modelling agencies as entities representing fashion models working for the fashion industry, earn their income via commission, usually from the deals they cut with models or head agencies.

Though in some parts of the world modelling is a highly competitive and fast paced business, Queen Kolobe of Madam Queen Modeling Agency is quick to point out, “...you invest a lot before you harvest. It is not like a garden where you sow seeds of spinach and two months down the line the plant is ready for harvest”.

The Aquarian mother of one explains that running a modelling agency is not for the faint hearted because straight is the gate, and narrow is the way, which leadeth unto success, and few there be that find it.

Kolobe says she invests more than she harvests and for her it is like running a nonprofit making organisation. The 34-year-old woman who hails from Palapye, says her job is to train models most of which are students. The training entails but not limited to cat walking, hair styling, choosing a wardrobe, application of makeup and conduct.

Her modelling agency was founded in 2007 and currently boasts 64 marketable models. Kolobe says they are barely making it through  membership fees while some of the income is from the little profits they make from fashion shows that one cannot bank on. Unlike top modelling agencies that work with big-budget advertising agencies and fashion designers, Kolobe has no sponsors and the agency survives from her pocket. She bemoans the fact that the local modelling industry is growing at a snail`s pace but remains optimistic that the money invested to develop talent would boost them.

Just like mushrooms that flourish around an anthill at dawn and wither at dusk, many modelling agencies succumbed prematurely to financial starvation. When many jumped into modelling, the businesses were misjudged for those that generated fast cash.

Nonetheless, Kolobe who is armed with two diplomas- Business Management and Modeling - has taken advantage of the media to give her business more exposure. With the local media industry showing a positive growth, Kolobe is optimistic that the modelling business as well would grow as it leverages much on the media. 

Kolobe once worked as a crewing officer with Air Botswana before she joined Alexandra Forbes as a fund administrator. She  quit the job and joined Childline Botswana as a volunteer. However,  her passion for fashion saw her resigning to follow her dream.

“...even my dress code was not suitable for a white collar job environment. Imagine going to work with blonde hair and brightly painted nails...went for counseling and followed my heart,” she says with a grin.   Patience, passion and perseverance are Kolobe`s keys to success.

Meanwhile, Norah Mphoeng who is still in her late 20s also runs a modelling agency - Norah`s Model Academy. Mphoeng, whose body was finely crafted for modelling, says she developed passion for beauty pageants before she was even ten years old. After a small a break from modelling, she came back determined, winning Miss Intervarsity in Swaziland in 2007.

The Bobonong lass who holds a Degree in Environmental Science and English from University of Botswana, says the local modelling industry is still at infancy stage. She believes there is abundant local talent that only needs refining which motivated her to set up a modelling agency.

Given there is little activity within the local industry, Mphoeng's main gripe with those who have managed to make it is their unwillingness to give  upcoming models a chance. Her agency is not profit driven rather it aims at grooming models at a tender age and to give women confidence.

“I am always criticised for my free services but my intention is to give back to the community,” she reckons.

She runs two-hour sessions at Molapo Super fit gym on Saturdays and participants part with P250 monthly to cover rent. Mphoeng laments that it is almost impossible to make a living out of modelling in Botswana, saying if such a business were paying she could be rich by now.

She complains that some agencies exploit models by claiming that they (models) would get exposure, noting that some big advertising agencies are thus taking advantage of the victims' desperation to pay peanuts. Unlike in other countries, there are no laws to regulate such businesses.

Mphoeng stresses the need for a society for models and strong agencies that would strive to put the country on the world map.

Because Mphoeng sees light at the end of the tunnel, she concludes, “I will give up when in the grave.”  ENDS

Teaser:

"...you invest a lot before you harvest.  It is not like a garden where you sow seeds of spinach and two months down the line the plant is ready for harvest"