Aspiring models in Malawi have been told they need to treat themselves as brands if they are to earn a living from their work and avoid being exploited.
Fashion designer Memory Ngwira, who helped organise a training session in Lilongwe, said many young models have the passion and ability to succeed but lack the knowledge to turn their skills into income.
She said that gap leaves some vulnerable to exploitation by people in the industry.
“We wanted to empower them with the knowledge and skills they can use to grow their personal brands and turn their talents into marketable skills,” she said.
The session, organised by èmèn Fashion Brands and Solace Marketing Agency, drew participants aged between 18 and 30. It also launched Solace Creative Academy, which will train creatives, including models, singers and actors, in personal branding.
The organisers said they plan to take the training to other parts of the country.
Guest trainer Masiye Mazaza told participants that individuals can be brands as well as organisations.
He said models contribute beyond the runway, appearing in music videos, acting and helping fashion businesses to show off their products.
They should build a reputation that makes people want to work with them, he said, so that when demand comes they can decline to work for free.
He also urged them to work with agencies and managers who can guide their careers.
One participant, Junior Magos, described the conditions many models face.
He said the local industry offers limited opportunities because fashion shows are infrequent, and some brands expect models to showcase their products without payment.
The report does not say how widespread unpaid work is.
Mr Magos said the training had taught him how to brand himself, including what to post and what to avoid on social media to keep a professional image.
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