THABANG REGOENG
Local modeling agency X models has struck a 12 month endorsement deal to become brand ambassadors for health and fitness company Jack’s Gym.
According to X Models Agency CEO Leatile Motlhalamme, the deal will see 20 models of the agency be the face of Jack’s Gym on all advertorial materials in billboards, pamphlets, TV commercials and promo work.
Since the turn of the year, the agency has ventured into commercial entities such as banks, parastatals and ministries; however, for the partnership with Jack’s Gym, they had to go an extra mile to convince gym founder Jagdish Shah.
“Most businessmen do not know that the modeling industry exists and do not know our services they never really assist so they need young entrepreneurs like myself who goes over the mile to let them know about the industry. But I would like to commend Mr Shah for being a leading example in supporting the modeling and fashion industry and most importantly, supporting the youth owned businesses to grow,” Motlhalamme told Time Out.
Quizzed on the demands of managing a modeling agency Motlhalamme explained that the youthful brains that form the core of the models instill vision and professionalism in their work.
“Our agency was founded and is run by the youth, and apart from that what makes us unique is our level of professionalism and the diversity of the models as Botswana is a multi-cultural society. We provide the platform for the youth to showcase their various talents as we also house fashion designers, photographers, make-up artists and accountants,” he added.
Meanwhile the agency will, in October, host their second annual X Winter fashion show on a special segment in appreciation of models with albinism.
“Having models with albinism confidently walking on the ramp will help us achieve our other aim of dispelling myths and misconceptions, while alleviating trauma around albinism in our community showing that albinism is a manageable condition,” he concluded.