The model steps out of set after 15 hours of shooting, tomorrow she will be someone else, somewhere else, where she will spend another day trying to visually communicate an artist’s perspective. While some models are classified as runway models, others prefer being editorial experts who spend their days in front of cameras rather than walking back and forth on runways. Either way, they all remain the aspect that brings to life any given fashion project.
(Photo from Facebook)
Salma Abu Deif is one of many local figures trying to structure the fashion industry and push its boundaries a tad further. Abu Deif is one of the key models who are currently leading the scene towards international spheres.
In the past few years, many local models started advocating new modelling principles to raise awareness and reintroduce modelling as a solid career. Their attempts have certainly led to the spread of advanced creative shoots as well as a better societal understanding.
That being said, many still argue that the local scene is in desperate need to be pushed further. On the other hand, societal acceptance remains way below average.
Daily News Egypt met with the promising model to discuss the current difficulties young models face, as well as the creative revolution that her generation is currently after.
How would you define modeling?
First of all, a model should aid the designer the most. During photo shoots and runway shows, the right model should help the designer and reduce their stress. She should also be patient and punctual. Being a model does not mean showing up and posing; she is not a doll, she is a responsible and key part of the show.
Most of your work is specialised in editorial; what extra burdens do editorial shoots put on models?
Let us put it this way; the two models I love most are Naomi Cambpell and Kate Moss. When I read about them and their careers – aside from their flawless poses and attention to details – I found out that their success lay in the way they add a certain vibe to the whole set. Whenever Campbell walks into the room, everyone walks to her in respect and love. Everyone aspires to meet her. Therefore, in my opinion, a model should have a positive attitude and solid persona to help everyone on set.
What is the most common mistaken stereotype related to modelling?
That models are women who are morally indecent. I am sorry to say that, because first I am a model and second it is a mistaken perspective that could not be further from the truth. But others believe that it is not a serious career but a temporary hobby.
(Photo from Facebook)
Most international brands are currently capitalising in Egypt; however, they still choose foreign-looking models to represent their brands locally. Why do you think this occurs regularly?
I absolutely do not know; personally I try to focus on going international and follow the international guidelines. However, when international brands shoot their campaigns in Egypt, they aim to create online content, not editorial shoots. That could be attributed to the fact that international agencies are not aware of the current size of creative and fashion industries in Egypt; they do not believe in our local talents yet.
If you truly study the industry, you will find that we do not have enough editorial models in Egypt and that could be a reason why we still do not have an international effect.
On a brighter side. Tommy Hilfiger chose to shoot in Egypt with an all-local team. It is true that it was only used for online marketing but it was a major step for those included, and the industry in general.
How does the lack of societal support affect the industry?
I am not really sure about the key problem and the main reason behind the current wide gap between the majority of society and models. The society is still not fully aware of this career and all the details involved.
We as local models need to work on ourselves much further. We should build stronger portfolios, prove societal stereotypes wrong, be selective in our work and basically reach out to the masses.
How far do local agencies follow international measures?
I guess we do not follow them at all in Egypt. For example, I am not under all the measurements requirements since I am less than 170 cm tall, which is not acceptable abroad. Local runway models are slightly shorter or overweight. Internationally, there are several categories of models that are divided based on height and weight and yet in Egypt, all sizes are normally mixed haphazardly in any show.
Modelling needs to be taken seriously as a career. What happens in Egypt is that attractive girls become models regardless of any guidelines. Nonetheless, editorial shoots do tend to respect international measurements more than runway shows.
Additionally, the local common public has certain sizes which designers aim to match to boost their sales regardless of standard measurements.
(Photo from Facebook)
Did your Egyptian features affect the type and number of shoots you participate in?
I guess, yes. It is a current trend for campaigns to embrace a cultural theme. For example, several recent shoots focused on local topics, which automatically called for models with Egyptian features. This trend certainly helped me due to the fact that I look genuinely Egyptian.
How does the lack of modelling agencies affect the industry?
We are very short on options and they are not yet aware of their proper roles. That brings me back to the point that if we have big and proper agencies, we will be able to attract international campaigns and boost the local creative scene. The ones we have now are business oriented and they do not aim to build the local industry or prove our presence internationally. The fashion industry is currently booming and I believe soon someone will take the lead in the modelling arena and that would help everyone involved to advance.
