The triumphs and pitfalls of modelling in the Free State

November 25, 2011 | Filed underPopular News | Posted by editor
Many young Free State girls dream to one day follow in the footsteps of international models like Welkom born Lieschen Botes. And, with the news that 22-year-old Candice Swanepoel from KwaZulu-Natal landed a spot on Forbes’ list of this year’s Top Ten Best Paid Models, even more girls are setting their sights on modelling.
According to those in the industry, to pursue a career in modelling in the Free State can be daunting due to lack of infrastructure and investment.
Speaking to industry insiders, it emerged that modelling in the province is not as glamorous as many aspiring models would hope for, as there is little demand for what they have to offer. To make it, models from the province have to relocate to Cape Town or Johannesburg to land jobs.
Leloko Phangoa, who is the owner of Ultra Modelling Academy in Bloemfontein, believes the province has yet to embrace modelling.
“There is a lot of potential amongst models who are from the Free State; the only challenge is that there is no platform for them. The people in the Free State don’t take modelling seriously because they never attend fashion shows.”
He said when there are fashion shows organised in Bloemfontein, models are often exploited and organisers sometimes do not pay them. “The reason why I started the agency was because I’ve hoped that one day the Free State will be on the map. My biggest priority is to build an institution where these girls can feel protected.
Phangoa emphasised that models need a manager to avoid being misled.
“My advice to up-and-coming models is that they must always be cautious and join a modeling agency.”
The former owner of UBA Modelling Agency, Teboho Mafereka, feels that modelling has not taken off in the Free State because of a lack of investment.
“In order for a model to make it they would have to move to Cape Town or Johannesburg. In the Free State, there is no entertainment infrastructure and people don’t understand the role of modelling and fashion. We need businesses that will invest in the future of models and designers.”
Ruche Van Heerden was born and raised in Bloemfontein and has being trying to make it as a model in the province.
“I’ve done a lot of fashion shows in Bloemfontein and I got paid very little; most of the time we never got paid because of a lack of management. The other problem is that people don’t support fashion shows and therefore the organisers end up losing out.”
A model from the province that has achieved international success is Lieschen Botes, who was born in Welkom. When she was 11 years old, she was approached by an international modeling agency. In 2005, she was chosen as the official Wonderbra model and since then she has done numerous campaigns for them. In 2007, she was nominated as one of FHM South Africa magazine’s 100 Sexiest Women in the World.
Botes, however, remains humble and is not ashamed of her roots. “I grew up in a small town, yes, but it was the best. It made me humble and gave me that drive to explore and become who I wanted to become locally and internationally. And I still feel there is more to do. Free State girls are no-nonsense girls, who want to always grow, yet they remember where they come from.”
She believes  that models can make it in the province but that moving  to Johannesburg or Cape Town would be “the next step”.
“South African models have the best reputations in the world, and  coming from the Free State gives you a certain humbleness and freshness.”
Claire Mawisa was South Africa’s first post-democratic supermodel. She entered South Africa’s collective consciousness by being the youngest person (15) on Cosmopolitan South Africa’s cover after winning their Supermodel Search Competition in 1994. Every magazine featured her in their beauty and fashion section; and her looks and career inspired many young women to be models.
Since Claire paved the way, many South African models landed contracts with international brands; Lerato Moloi represented cosmetic giant Elizabeth Arden in 2010 and Zizo Beda is L’Oréal Garnier’s Brand Ambassador.
South African supermodel Candice Swanepoel was also spotted by a model scout at the age of 15. By 16, she was already earning R40 000 for a day’s work. Her earnings between 2010 and 2011 are estimated to be $3-million.
She was the cover girl and star of an expansive spread in February’s Italian Vogue and is taking Europe by the storm. Candice has been touted as the world’s next top model.
She has walked the runway for Tommy Hilfiger, Dolce and Gabbana, Shiatzy Chen, Sass and Bide, Betsey Johnson, Diane von Fürstenberg and numerous other designers, as well as for Victoria’s Secret in 2007, 2008, 2009, and 2010. In addition to appearing in the lingerie brand’s commercials, she was a featured model in the 2010 “Swim” catalogue. With success stories like these, many young girls are desperate to also make it big but might run the risk of being exploited.
Photographer Kevin Mark Pass offered some hints to aspiring models who are approached by “agencies” on an industry blog:
“Firstly, before anything else be polite and ask if you can be directed to their website. If this does not exist, this should immediately speak for itself. If they do have a website, look to see if they would like you to join their agency, but for a reduced rate they will have to do a shoot with you and then do a course, etc. – this is basically a clever way of getting their photography business or modelling school an influx of business from hopeful models.Agencies concentrate on getting their girls work, not out of photography or coaching.”
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