Midas Touch Exclusive, a Kaduna-based fashion and modeling company, is working to rebrand the Nigerian modeling industry with modesty and decency.
The program, which was tagged “decency with the new swag,” was held on Sunday, November 28, 2021, in Sabon Tash, in the Chikun local government area of Kaduna state.
Models from various fashion and modeling agencies were highly represented as upcoming models showcased their brand and style with decency.
In an interview with the event convener, Mr. Jerry Isaac David, he started his mission to transform the Nigerian modeling industry with a decent dressing that goes in line with the Nigerian cultural orientations.
Isaac further noted that indecent dressing among Nigerian youths, particularly young girls, is one of the reasons rape and child abuse are on the rise.
By promoting decency in fashion, we are creating an avenue that will enable models to understand that they can achieve their desired dream of fame without exposing their nudity.
Nigerian Modeling Agencies Challenge
Today, the use of models in advertising has evolved into one of the most sophisticated marketing strategies used in advertising operations in Nigeria. While watching television, one sees and hears numerous advertisements for products and services such as Pepsi, Cola, Elephant Blue detergent, Lux Toilet Soap, Star Lager beer, Jik bleach, and so on. Each of these products was promoted by models, the majority of whom were celebrities. It is important to remember that modeling has now reached a highly competitive stage, with the industry investing enormous efforts and financial resources yearly. The effectiveness and ethical implications of modeling determine whether these efforts are justifiable.
However, there is a scarcity of studies in Nigeria on the effectiveness and ethical dimensions of modeling in advertising. This research is intended to aid in the resolution of this issue in the Nigerian context.
The rise of Nigeria’s fashion modeling industry is not without challenges. Several legal issues, including child labor, low wages, sexual harassment and rape, human rights violations, intellectual property (IP) infringement, cyberbullying, and defamation, have arisen. For example, Nneoma Anosike, a Nigerian model based in New York, sued Wema Bank PLC in 2017 for allegedly using her photos commercially without her permission. In her 97-million naira lawsuit, she claimed that the unauthorized use of her photo cost her a modeling contract with an American company. She was later awarded ten million nairas in damages.
The majority of the models who took part in the Kaduna fashion show “decency is the new swag” events were models between the ages of 8 and 30 who were performing for the first time in their lives.
The motivating factor is how the models displayed their passion with decent clothes and the boldness to speak to journalists.
While speaking to some of the models, Esther Johnathan of Midas Touch Exclusive pointed out the challenges of growing up in the industry, how some managers abuse upcoming models and why some choose to expose their nudity to win or get fame.
Esther also expresses her readiness to keep up the practice of her chosen career with decency and modesty.
Deborah, a 22-year-old model, and student at Kaduna State University (KASU) stated that her modeling is about decency and that she wishes for society to emulate her.
“My message to society is to not expose yourself; nudity does not sell,” she added.