For years, modelling in Malawi has often been reduced to glamour, beauty or, in some cases, unfairly associated with poor moral judgement.
However, voices from within the industry are pushing back against these perceptions, describing modelling as a legitimate profession rooted in discipline, creativity and business ethics.
In random interviews, different models said the profession goes far beyond posing for photographs or walking the runway.
Instead, they describe it as a form of visual communication that represents brands, ideas and social messages.
A commercial, fashion and beauty pageant model Ettah Chirwa said her work ranges from brand ambassadorship and product marketing to showcasing designers’ collections and representing companies at public events.
“Modelling is not just about taking pictures. It is a real profession where we work with brands, photographers and organisations. It requires hard work, discipline and dedication,” she said.
Similarly, a fashion and corporate model Yvonne Chanache said modelling is simply about representation.
“There are different categories of modelling fashion, pageantry, brand and corporate modelling. It is a profession within the entertainment industry, nothing controversial. It is confident women on a spotlight doing their work,” she said.
Chanache added that as a fashion model, her work includes runway shows, collaborations with designers and photographers and using fashion to convey messages or raise awareness.
She says she participates in product launches, award ceremonies and promotional campaigns.
While the work varies, models agreed that professionalism and boundaries are central to the career. Contracts, where available, play a critical role in protecting models from exploitation.
“When there is a contract, it clearly spells out my duties and what the client provides. Anything outside that is unacceptable. It helps protect me from overwork and exploitation,” Chirwa said.
However, not all models operate under formal contracts. Wezzie Zaithwa Chavula, a part time model working full-time for a non-governmental organisation, said that most of her modelling has been on a once off basis.
“I am very clear about my personal and professional boundaries. I only accept jobs that align with my values and comfort level,” Chavula said.
Payment remains a big challenge facing the modelling industry in Malawi. Models say earnings are often low and inconsistent, making it difficult as a meansof sustainable income.
“In Malawi models are not valued much so the pay is low. You have to be bold to push for better rates because clients often expect us to settle for less,” Chirwa said.
Chanache agreed that payment largely depends on the standards a model sets for herself, while Chavula observes that unlike in other countries where models may earn monthly salaries, Malawian models are paid per gig.
“To be honest, the income is not sustainable,” she said.
Beyond financial challenges, stigma remains a persistent issue. Some models say society often associates modelling with prostitution, a perception they strongly object to.
“I have faced judgement especially in our country. I have a strong spirit that I do not allow people’s opinions to affect me. As long as my family and partner understand that I am professional, I am okay,” Chanache said.
Others said they cope with stigma by focusing on their purpose.
“Modelling is my passion. I deal with negativity by believing in myself and doing what I love,” Chirwa said.
Despite the challenges, models argue that their impact goes beyond fashion and beauty. They see themselves as cultural ambassadors, influencers and advocates for social change. Chavula points to beauty pageants such as Miss Malawi where contestants champion causes like youth empowerment, mental health, education and climate action.
“Modelling is about creativity and making an impact in society,” Chavula said.
As Malawi’s creative industry continues to evolve, models said greater understanding, fair compensation and professional structures are needed to fully recognise modelling as a career grounded in work, values and a voice for change.
