South Africa has a rich history of creativity and artistic expression, with countless individuals excelling in music, dance, painting, and other traditional art forms. Yet, one discipline continues to operate in the shadows of recognition—modelling. Despite its significant contribution to the creative economy and its undeniable artistic elements, modelling has not been formally recognized as an art form by the Department of Sports, Arts, and Culture. Why this is the case, and what can be done to change it?
The Artistic Essence of Modelling
Modelling is far more than posing for a photograph or walking a runway. It is a craft that requires skill, expression, and an ability to convey emotions, ideas, and even cultural narratives. Models are not just canvases for designers and photographers; they are collaborators who bring creative visions to life. Consider iconic fashion shows or artistic photo shoots that tell complex stories—these would be incomplete without the artistic contributions of models.
The Role of Models in South Africa’s Creative Economy
The modelling industry is an integral part of South Africa’s fashion, advertising, and entertainment sectors. Events like South African Fashion Week and Africa Fashion International showcase how modelling intersects with art and culture, promoting local designs, talent, and innovation. Models serve as cultural ambassadors, embodying the diverse beauty and heritage of South Africa on global platforms.
Modelling has a profound impact within our communities:
Influence in Retail: Models drive trends and consumer behavior through their presence in retail campaigns. From billboards to in-store advertisements, they play a key role in shaping purchasing decisions and promoting local brands.
Social Media Campaigns: The rise of influencer culture has amplified the reach of models, who use platforms like Instagram and TikTok to represent brands and engage directly with audiences. Their work in social media campaigns not only boosts brand visibility but also inspires followers by setting trends and promoting self-expression.
By influencing fashion, lifestyle, and consumer choices, models contribute significantly to community identity and economic activity.
Why Has Modelling Been Overlooked?
Several factors may explain why modelling has not been recognized as an art form:
- Commercial Perception: Modelling is often seen as a commercial activity rather than a creative one. Its ties to advertising and branding may overshadow its artistic aspects.
- Lack of Advocacy: Unlike other art forms, modelling does not have a unified body advocating for its recognition and support within the arts sector.
- Gender Bias: The industry’s strong association with women may contribute to its dismissal as a serious artistic discipline, reflecting broader societal biases.
- Misrepresentation: Public perception often reduces modelling to superficial beauty, ignoring the skill, discipline, and artistry involved.
The Case for Recognition
Recognizing modelling as an art form could have far-reaching benefits:
- Cultural Representation: Models often embody the spirit of South Africa’s diverse cultures. Recognizing their work as art would validate their role in preserving and showcasing cultural heritage.
- Economic Growth: Formal recognition could attract funding and support for initiatives that uplift emerging models, ultimately boosting the creative economy.
- Empowerment: Recognizing modelling as art would elevate its status, encouraging more young people to pursue it as a respected career.
Questions for the Department of Sports, Arts, and Culture
To stimulate dialogue and action, here are some questions that the modelling community and South Africans at large could pose to the government:
- Why is modelling, despite its contributions to the creative economy, not recognized as an art form?
- What steps can be taken to include modelling in the Department of Sports, Arts, and Culture’s definition of the arts?
- Can funding and resources be allocated to support modelling as part of South Africa’s cultural and artistic initiatives?
- How can the government collaborate with private stakeholders to uplift the modelling industry?
It is time for South Africa to expand its definition of art and recognize modelling as a legitimate form of creative expression. Doing so would not only validate the work of countless models but also strengthen the country’s cultural identity and creative economy. Let us challenge outdated perceptions and push for a future where modelling stands alongside music, dance, and visual arts as a celebrated art form.
What are your thoughts? Should modelling be recognized as an art form in South Africa? Join the conversation and let’s make our voices heard!
I wanted to ask as a model and a fashion designer if I wanted to get register as a model to be able to partake at the SA modeling agencies and event how do I qualify. And as a designer do you support local brand to be able to showcase they are creative Design in the fashion show or exhibition event’s
Finally, I found someone that feels what I feel. Modeling is more that what it is, it’s a legit art form it’s a form of expression just as musicians use lyrics or musical instrument to convey and express their emotions most times models use body movements to express their emotions and the fact that it takes just body movements (poses) to do this is mind blowing to me modeling is kinetic art it’s more than just wearing wearing designers for commercial purpose it’s an art form just like other forms of art. personally I feel it’s not respected and recognized enough. i’m a male model from Lagos Nigeria, and I’m gonna keep playing my part through my works till modeling as an art form gets the respect and recognition it deserves in the world.