The glamour of fashion shows, striking photographs and stylish social media images often shapes public perceptions of modelling, but fashion entrepreneur and former model Henrietta Owusua Agyen, popularly known as Herty Twens, says there is much more to the profession than what people see.
She believes modelling requires discipline, preparation, business understanding and professionalism, qualities she says must be recognised if the industry is to develop into a sustainable career option for young people in Ghana.
According to her, models do more than wear designer clothes and walk on runways. They must develop their skills, build professional portfolios, understand their worth and learn to negotiate for better opportunities.
“Modelling is not just about having a beautiful face, wearing designer clothes and walking on the runway It is a profession that requires discipline, consistency, personal development and business understanding,” she said.
In an interview with the Daily Graphic, Herty Twens said the industry needed to create more opportunities beyond beauty pageants and runway competitions to enable models to earn a living from their talents.
She said commercial advertising, brand endorsements, television commercials, promotional campaigns, photo modelling and fashion editorials offered opportunities for models to generate income.
However, she noted that aspiring models needed professional training and proper career management to take advantage of such opportunities.
The founder of the Gold Model Agency & School called for stronger agency structures to help models secure jobs, negotiate fees and protect their interests.
“We need to begin seeing modelling as an industry with diverse commercial opportunities rather than one centred only on runway competitions.
“There should be regular fashion weeks, agency showcases, commercial casting platforms, brand campaigns, editorial productions and professional networking events,” she said.
Corporate investment
Herty also called on corporate organisations to invest more in fashion productions, arguing that such events offered brands opportunities to reach audiences and promote their products.
She observed that while some companies recognised the value of traditional advertising, others had yet to appreciate the marketing and audience engagement opportunities presented by fashion and modelling productions.
She acknowledged that sponsorship decisions were largely driven by business considerations, adding that event organisers must demonstrate the value of their productions to potential partners.
“Brands want to know what value they will receive from their investment, who their audience will be and how their participation will support their marketing objectives,” she explained.
She, therefore, urged organisers to develop well-structured proposals, understand their target audiences and create meaningful partnerships with corporate sponsors.
Herty said fashion shows should be viewed as potential investment platforms rather than social events requiring financial support.
“There is a lot of commercial value in the creative industry and I believe we need stronger partnerships to unlock it,” she added.
Beyond the glamour
For aspiring models, she advised that success in the profession required continuous learning, consistency and an understanding of its business side.
She encouraged them to diversify their modelling portfolios rather than depend on a single category of work.
Models, she said, must also learn to negotiate fees, build professional networks and make informed decisions about the opportunities they accept.
“The glamour is what people see, but behind it is hard work, preparation and professionalism. With the right training, management and opportunities, young people can build meaningful careers in this industry,” she said.
