Where do all the beautiful ladies come from?

Did you ever question why there’re so many beautiful ladies in Cape Town? We did, and decided to find it out. Off course we ended in toe modelling industry. Since apartheid ended this industry has been booming. And for a reason: Cape Town is just perfect for models. Nice weather, no jetlag, and most important, loads of parties!

by Gert-Jaap Hoekman

What would Cape Town look like if there wasn’t a modeling industry? Paola looks puzzled. “That hypothetical right?”, she asks. “Cos I don’t think this industry will ever leave, but if it does? Then Cape Town will become a village again. Restaurants and bars will be empty, and it will be boring in the city. I don’t think the locals understand the influence and the impact of the industry on their city.”

Paola de Vito is CEO of the South African National Association of Model Agents (NAMA). The weekend before we spoke to her she was in the jury of a big modelling contest. The same that found Charlize Theron, so you can imagine it was pretty hectic. “There were hundreds of girls there”, Paola says. “They all think the industry is all about glamour, and I always have to say it’s not. Only one percent of the models really make a lot of money.”

Paola got introduced in the industry by doing a one-time dj-set at a fashion show, she ended up as a booker in London. Funny enough that was the place the South African discovered there was a big market in her own country. “More and more black models were needed in South Africa.” That sounds a bit bizarre, cos you would expect that there are plenty of beautiful woman in South Africa. “But in those times we needed the stereotypical black American. That was what the market was asking for.” Luckily that changed, and nowadays the locals get to be in the spotlights as well. “That’s fantastic! I think that it’s especially important for the youngsters, they need to have role models and people to be proud of.”

The market grew more and more, and Paola discover that a lot of clients were going to Cape Town for fotoshoots. “That’s why I decided to move back in 1996 and open up my own business.”

At this moment there’re about 140 agencies in the city. More then London and Milan combined. Paola: “It’s insane! But I think it’s time that things start to balance out now. You have mothers now, who’s daughter did two fotoshoots, and they think it’s smart to open up a business. They think they can make money, but it doesn’t work like that.”

The modelling industry is very important for Cape Town, Paola says. “This is what we are known for now, it creates a hype. And off course it brings in money. Off course tourism brings in money as well, but the people that actually stay in the city for a longer time are the producers and the film crews. They spend more money. Thanks to them Cape Town has become a big city.”