For the longest time it has been imprinted in our heads that when it comes to fashion, only a certain breed of people can effectively sell clothes with their bodies.
These people are usually tall, skinny and have beautiful faces. Though these models are a joy to look at, they rarely reflect the reality of the market they are pitching to. Honestly, how often do you see models roaming about in droves at your shopping mall?
This brings us to the upcoming TV show, Diamond in the Ruff, in association with De Beers, which will look at providing a chance for a career in modelling to the typical “girl next door”.
When we say “girl next door” we are assuming your neighbours are not the Playboy Mansion playmates.
We are talking about the pretty girl who operates the till at your local grocery store, the waitress at your local bar, or that student who lives a few houses down the street. This show is looking for that girl.
“We strongly believe in the notion that beauty is indeed in the eye of the beholder, so we want to go out there and seek that beauty,” said one of the scouts and judges of the show, Siphiwe Mpye, who is the associate editor of GQ as well as an entrepreneur.
“Through this show we are making a product that will be unearthing true African beauty. I know, I am a guy, and South African men appreciate endowed women, yet these women are not really represented when it comes to marketing goods to African audiences,” he continued.
The show began looking for models in places usually that do not get access to programmes like this at a national level. The main focus of the search is on plus-size models. Yes, you read right, “big” girls are getting a chance to flaunt their outer and inner beauty. Of the thousands who will audition, only 13 will be chosen to be groomed from inexperienced to accomplished models.
“We are looking for women of all shapes and sizes, as long as they have that X-factor. We are trying to break the model of a model,” said fashion journalist and judge on the show, Noni Gasa.
“We are looking for girls who have never modelled before and we would like to turn them into a brand that will be marketable internatio-nally. She will not have to win the competition on a sympathy vote. The show will remind viewers of international brands like Tyra Banks’s America’s Next Top Model, so the producers are under immense pressure to produce the same standard of work,” she said.
If you think the idea of plus-size girls getting a shot is interesting, wait till you hear the places where the net will be cast in search of these hidden gems. The audition locations include Bloemfontein, Kroonstad, Kimberley, Musina and Polokwane. The usual cities of Cape Town, Johannesburg and Durban are also thrown into the mix.
“I am excited about the idea of going to these previously over-shadowed places, because the girls there now get a chance at superstardom,” said Megan Kruger, co-director of the modelling agency The Shine Group, who also forms part of the judging panel.
“The winning contestant will get representation from The Shine Group and essen-tially that means they are well taken care of. Our chosen girl should be confident and have a likeable look and feel.
“Look at Beyoncé, she is not a small girl, but she rocks it. Even the likes of Queen Latifah, Oprah, or Monique are comfortable in their sizes and we are looking for that kind of girl,” she explained.
l The auditions for Diamond in the Ruff have started. For more information, send e-mail to [email protected]. The show will premiere on November 1 at 7pm on Mzansi Magic.