Are Pakistani Actors Stealing the Spotlight from Professional Models in Brand Campaigns?

The utilization of Pakistani actors in designer and brand campaigns has become a prevalent trend, significantly impacting the traditional roles of professional models in the industry. This shift has raised critical concerns regarding the job security and financial stability of models who are professionally trained for such roles.

 

Historically, models have been the faces of fashion campaigns, bringing a specialized skill set to the table. They are trained to embody the aesthetic and brand ethos of designers, making them indispensable for high-fashion editorials and runway shows. However, the burgeoning influence of celebrities in Pakistan's media landscape has prompted brands to leverage their widespread appeal.

"The fashion industry is increasingly dominated by actors and influencers, while models often struggle for recognition and fair compensation," says Fahmeen Ansari. "Despite their hard work and dedication, models face criticism when they request their desired budgets, which brands deem excessive. In contrast, brands readily invest large sums in celebrities, highlighting a disparity in treatment. Models also find it challenging to break into the drama industry, where actors easily access fashion opportunities. This situation reflects broader discrimination for models, who contribute significantly to the industry yet receive less support and recognition than their celebrity counterparts."

The crux of the issue lies in the disparity in remuneration and recognition. Actors, due to their established fame and broader audience reach, often command significantly higher fees compared to professional models. This not only creates an uneven playing field but also diminishes the opportunities available for models who rely solely on these gigs for their livelihood. Prominent models from the industry have expressed concerns over this trend, emphasizing the need for a balanced approach where both actors and models can coexist without overshadowing one another.

Model and actor Nameer Khan shares his unique perspective as someone transitioning from modeling to acting: "I partially agree with the sentiment. As I am currently transitioning from being a fashion model to an actor, I believe not all actors can model, and not all models can act. Every brand conducts several campaigns each year. When planning their roadmap, they know that only a few campaigns will feature celebrities because, in the end, it’s a business. They want to leverage the brand value of a celebrity, which cannot be achieved by casting a fashion model."

 

Hussain Rajput, another notable model, highlights the injustice faced by models overshadowed by actors. "Not all actors are good models. It’s an injustice to models who work really hard on their craft and get overshadowed by actors. Not all actors can do justice to brand campaigns the way professional models can."

 

Shahzad Noor, a seasoned model, highlights the unique skills models contribute to the fashion industry. "What models can achieve with clothes, actors cannot! Models know how to pose and showcase clothing beautifully. However, in Pakistani fashion shows, they often use actors as showstoppers, which is not their role.”

Globally, the fashion industry largely continues to utilize models for brand campaigns, preserving their roles and ensuring their financial viability. This practice underscores the importance of specialization and professional training in delivering the desired impact of fashion campaigns. The Pakistani fashion industry, while evolving, should consider these global standards to ensure the sustainability of its modeling sector.

 

Professional model Balach Masud recognizes the appeal of actors but champions the expertise of models: "As a professional model, I recognize the appeal of using actors in brand campaigns due to their established public profiles and acting skills. However, it's important to acknowledge the specialized skills and unique qualities that professional models bring to the table."

Erica Robin believes in the importance of equal opportunities: "While it's great that our actors are being considered for brand campaigns, the same opportunities should be extended to fashion models for TV commercials and drama serials. The industry should be open to everyone without any restrictions, allowing us to see their potential as well. Equal opportunities for all will only enhance the industry's talent pool."

 

Suaban Umais offers a balanced view on professionalism: "No one can steal your spotlight if you give your work your best."

 

Karen Pinto views the trend of featuring actors positively but acknowledges the challenges for models: "Actors connect with audiences through their personas, adding authenticity to campaigns. However, this shift can push professional models to the background, making us feel unheard. Models excel at showcasing and highlighting the beauty of a product, ensuring it stands out. Recognizing the depth and individuality of models alongside actors would create a more balanced representation and lead to richer brand campaigns."

 

Adnan Behrani underscores the financial and professional disparity: "I believe that it affects professional models tremendously who work so hard to learn the craft, but the opportunities land to actors. Brands pay a much higher fee to the actors than they ever would to any model. This probably doesn’t affect all models, but it does to the majority of us."

 

Model Sehar Gohar sees no competition between models and actors, only synergy: "The combination of a model’s expertise and an actor’s stardom creates a powerful synergy that enhances a brand’s narrative. Collaborating with actors is a valuable opportunity to create a more dynamic and compelling campaign."

Overall, the intersection of modeling and acting in brand campaigns remains a complex issue, highlighting the need for balanced representation and respect for the unique contributions of both professions. Celebrating the full spectrum of talent within our industry, including the unique contributions of models, can enhance the impact of our campaigns and reflect the true vibrancy of Pakistani talent.