The world of fashion and entertainment has always been a charismatic realm where trends and icons come and go. However, one concept that has remained a fascination is that of supermodels. Models not only grace the covers of prestigious magazines or strut on the runway showcasing designer wear but often transcend into the realms of film, entrepreneurship and pop culture.
Models have long been the trendsetters of the fashion industry. Icons like Lakshmi Menon, Ujjwala Raut, and Madhu Sapre reigned supreme in the 90s, defining the era of the Indian supermodels. These luminaries were more than just clothes hangers; they were cultural phenomena. Their influence extended beyond the runway and magazine covers; they became household names and, in some cases, ventured into acting and entrepreneurship.
Then came an era when popular models like Sushmita Sen, Aishwarya Rai, Priyanka Chopra, Dia Mirza and Lara Dutta faced the camera ditching the ramp, now with the advent of OTT there is a demand for Avant Garde actors as the roles are getting more varied and complex. Can models transition into acting in today’s environment?
Anima Creative Management, a leading talent and model management agency in India, has had the privilege of representing some of the industry's finest talents, including the remarkable Andrea Kevichusa. Andera's recent achievement of winning the coveted Best Female Debut award at the prestigious Filmfare Awards for her acting debut with Anek in 2022 alongside Ayushmann Khurrana has reignited the age-old debate: Is the era of models’ bygone, or is there still hope for models in the entertainment industry?
Gunita Stobe, Co-founder Anima Creative Management, said, “The world of cinema has become more complex with a variety of stories, plots and characters coming into play. We think it is a very exciting time for talent to push their boundaries and expand their horizons. We at Anima encourage and groom talent for a wide range of opportunities. If someone showcases inclination towards acting, we are more than happy to move the profile accordingly. Yes, acting is a different skill set and someone with the itch will eventually equip themselves for the job requirement. Andrea wanted to take that direction and we are supporting her in that journey. It is an individual’s calling. are visually appealing, since they are already in the spotlight, facing the camera comes to them quite naturally, they are anyway doing it for ads, be it still photography or moving images”.
The Evolution
As fashion and entertainment evolved, so did the definition of an Indian supermodel. With the advent of social media, a new breed of models emerged. Figures like Pooja Mor, Bhumika Arora, and Neelam Gill capitalized on their massive online followings, blurring the lines between traditional and influencers. These contemporary Indian models used their platforms to diversify their careers, from fashion campaigns to film and beyond.
Andrea Kevichusa's Journey
Andrea Kevichusa's journey from the northeastern state of Nagaland to the glittering world of Bollywood exemplifies the enduring appeal of supermodels. Her story is one of perseverance and talent, as she navigated the competitive modeling world before making a successful transition to the silver screen. Andrea's recent Filmfare win for her acting debut in Anek, previously reserved for actresses like Juhi Chawla, showcases the enduring connection between modeling and Bollywood.
New Hope for Aspiring
While some argue that the era of traditional supermodels may be waning, Andrea’s success suggests otherwise. The entertainment industry is continually evolving, offering more opportunities than ever for models to venture into acting, music, and other forms of entertainment. The rise of streaming platforms and independent cinema has created a demand for fresh faces and diverse talents, providing a new avenue for aspiring models to make their mark.
Mark Luburic, Co-founder, Anima Creative Management said, “We have been around for a while now and we have witnessed many transitions. The entertainment and fashion industry make a perfect cross road. Glamour of course is the binding factor and both are showbiz in their own rights. Many of our talents have made various transitions, jumped markets, jumped streams and expanded their profile based on their inherent talent, drive and ambitions. The modeling industry is becoming increasingly competitive, with a constant influx of new talent. But those that manage to work their way to the top, will have more opportunities presented to them to cross over into other fields on the back of their modeling success."