East Africa's fashion business Since 2015. Context is one of the industries that is expanding quickly, and since models are among the important players who play a key role in the display of creations, a lot of things are perceived through their delivery rather than from the perspective of creation or the making process. Models represent the middle class and are the centre of the industry, where they are trained in academies and hired to present the creation to the public through runways or photoshoots. I got to experience the reality of their lives and what they are going through while researching various shows and speaking with models for this article. We only see these people when they are performing; after that, we forget about them and what they are going through in real life.
This article will help you understand what happens to models after the lights go out and they return to their regular lives. In East Africa, many models have had to deal with criticism from family members or other close friends. When modelling is associated with hooliganisme, models may also face opinions about their profession from the community at large both before and after they begin their careers. Since modelling is not a typical vocation, many parents and even acquaintances of models view the field from that perspective.When I told the parents of a model that she was pursuing a career in modelling, one of them said over the phone, "My daughter is going to be a prostitute." Another Model sent us a message on Instagram, claiming that her parents had stopped supporting her after learning that she was a model. While the stage life can be exciting, as models get to meet people and work on stage, they also have to deal with bills and rent in town because modelling is only available in urban areas, and modelling in East Africa doesn't seem to put food on the table because it is a seasonal job.
Fashion shows take occur in many locations, therefore models may find it difficult to travel and move around. Being on camera for various occasions and outfits—sometimes disgusting—such as bikinis, beachwear, and photos for knickers promotions can be challenging because the society around them may create different perceptions. In addition, occasionally the people they work with may turn out to be dangerous once the situation becomes unprofessional. The majority of models who have retired from the industry have gone on to become entrepreneurs, and one of them told me that "it's difficult to be a model while you have responsibilities”. It appears that the money made from modelling isn't enough to cover living expenses. We also seem to have forgotten that models are people with emotions and stress levels that can fluctuate because many of them have been bullied and criticised on social media, and some of them require counselling sessions in addition to breaks from performances and bus rides.
