IT is commonly known that the fashion industry, the world over, has imposed often unrealistic standards for models. But more and more, following widespread activism, various sections of the industry have opened up to include wider definitions of what “beautiful” should look like. Moreover, many “unconventional” models are now strutting the runway as a means of providing positive examples of beauty for all groups of persons.

In Guyana, one model is doing the same by embracing his African roots and ensuring that persons are encouraged to embrace their culture even on the runway. Sa-Ra Yaowada has been modelling since 2011 and recently relocated to his home in Guyana to promote his company Morocco & Co. which he runs with his partner. But modelling remains high on his agenda, and the young entrepreneur recently took to the runway at the Traits Model Management Fashion Show, Strut Volume II at the Marriott Hotel earlier this month.

But what is most interesting about Sa-Ra’s modelling is his appearance and the fact that regardless of the designer, he insists on wearing traditional African head wraps, which form part of his personal lifestyle.
The Buzz sat down with Sa-Ra and talked with him about why it is important to embrace one’s culture on the big stage in order to be a positive role model.

What made you start modelling?
Initially, I was introduced to modelling while I was walking in King’s Plaza Mall in Brooklyn, NY and a lady stopped me and asked if I’d be interested in modelling for Sean John & Rocawear. I told her I would, but when it came to getting my mother’s approval – because I was only 13 at the time- she said ‘Absolutely Not! Focus on school.’ That created a burning desire to get in front of the camera one day. Fast forward to 18, my freshman year in College my brethren Conrad B. invited me to one of his castings, so when I arrived at the casting they picked me before I even walked just based on my “swag”. Three weeks after, that I got a call offering me the chance to be a centrefold in the January 2012 edition of Ambiance Magazine and the rest was history.

What makes the persona that you bring to the runway different?
I’m unapologetically African and I don’t conform to the industry standards. I am the first model to grace the runway wearing a turban as part of my own personal appearance on a local runway and it wasn’t for fashion, it’s simply my cultural identity designers like Peta Odini saw that and loved everything that my aura represents. Not to mention I’m also the only model that did not wear makeup on the runway, that also adds to the different elements of my persona. I’m willing to go against the norm to create a larger platform of opportunities for our culture.

Why was it important that you didn’t lose your identity and conform to the western influences in the fashion industry?
My cousin said to me one day: ‘In order for me to be big like you I have to go to America to become a model or actress.’ That statement is far from the truth but those are her beliefs because people who look like “US” are not seen as superstars, especially here in Guyana, so our youths sell out for the flashing lights and become – as they say “foreign minded”. It’s a major part of my decision today to keep my crown on and keep it high to show the millions of Africans globally that you don’t have to leave home and sell out to make a difference in life; you just have to be unapologetically YOU.

Why is it important for persons to see more people of colour on the runway and in print ads?
People need to know that African Vogue is the wave. We started fashion from the Sari to the Tunic Dashiki. It’s ALL made by us but other ethnic groups get the monetary reward from our creative cultural expressions. Those days of Louis Vuitton visiting villages in Africa and stealing the tribal patterns to create collections are over. With awareness, we can control this thing of ours they call High Fashion because it’s obvious they lack the inspiration or creative juice.

Do you believe the fashion industry is more open to portraying persons of colour in their campaigns than before?
Of course, because they know we are the “jiggy-est”. With our spending power as Africans, we can make anyone a trillionaire, we just have to be more strategic and stop jumping on every opportunity as if nothing better will come our way. Now, the industry being more open doesn’t mean they are being genuine, but for the love of money, anyone would tolerate their worst enemy.

I’m Proud to be leading the way and using my platform to advocate and empower the youths here in Guyana. All that I’m doing is for Africans to be more included in every opportunity they desire to be a part of, whether they wear a turban, tribal face paint, no makeup or simply cultural beads/adornments. We all don’t subscribe to a religion but we ALL belong to a culture and it’s only right that we are allowed to express our culture without being an outcast or cheated out of opportunities. We as Africans deserve the same degree of respect given to a Muslim or Hindu when we are wearing our cultural attire.
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