PMAP: Trailblazing the Philippine modeling industry
MANILA, Philippines - An organization for models, run by models, the Professional Models Association of the Philippines (PMAP) is the first of its kind in Asia, if not the world. A cross between a model association and model union, PMAP aims to uplift, protect and professionalize the modeling industry in the Philippines and to develop and stabilize national and international awareness, participation, involvement and competition, in the field of modeling.
Established on February 11, 1987, PMAP served as a key force in the development and upgrading of the local modeling industry with the firm belief that, as a united group, models can band and work together for their own protection and progress.
“As a union, we are vocal with our rights; as an association, we have a vision of what we want to become in the future,” says one of the original members Tina Maristela-Ocampo, who co-founded the organization with co-models Ronnie Asuncion and Robert David in 1987.
Meanwhile, former PMAP president JB Abesamis shares, “My foremost goal when I was PMAP president was to impose discipline and professionalism in the modeling industry; instilling discipline with regard to time management, religious attendance in trainings, and desirable appearance to the public. We promoted professionalism in the sense of right attitude in dealing with colleagues.”
Since its establishment, PMAP has sought for reasonable working hours and standardized compensation for model bookings. Succeeding members of PMAP have sought to maintain and improve these standards, seeking the professional services of legal and financial consultants.
Aside from keeping up to its aim of professionalizing the industry, PMAP is also busy in special projects and events.
The organization’s first project, a successful fashion gala in 1988 called “PMAP and Friends,” harnessed its members’ production talents in fostering unity among all sectors of the fashion industry at the time.
In 1990, PMAP co-produced another gala called “Halo-Halo, Sari-Sari” together with the Sari-Sari Store and PRO Masters, Inc. For its 10th anniversary PMAP produced Rajo Laurel’s first ever gala show at the GSIS podium on February 1997.
In June 24, 1998, the association staged a benefit fashion show to help raise funds for PMAP member Lucia Santiago who met a car accident from which she fully recovered. In July 19, 1999 PMAP presented its 12th Anniversary Gala at the Grand Ballroom of the Mandarin Oriental, Manila.
In the past years, the association has organized annual outreach programs with various beneficiaries such as Tahanan Sta. Luisa, Jesus Loves the Little Orphanage, Hospicio de San Jose, and Habitat for Humanity, to name a few. PMAP has likewise participated in several fund-raising projects for the World Wildlife Foundation of the Philippines (WWF), Bantay Kalikasan, and Make-a-Wish Foundation.
In 2005, PMAP organized Modelympics 2005, the first model’s sportsfest at the Rockwell Tent. For its 20th year, PMAP celebrated another milestone with a fashion gala entitled “Twenty Years of PMAP” that happened on Sept. 5, 2007.
In December 2008, “Mabuhay Modelong Pinoy” campaign was launched through a photo exhibit held for six days at Greenbelt 3, Makati. The exhibit showcased Philippine heritage and culture, inspired by local folklore, popular images and pop culture under the creative direction of PMAP member Bianca Valerio with makeup by the artistic hands of Karen Atendido and Rachel “Pong” Niu.
In October 2009, relief operations, in association with ABS-CBN Sagip Kapamilya Foundation, were organized for the victims of typhoon “Ondoy.” This year, the association supported the “I Love My Ocean” campaign of Ocean Adventure.
Past PMAP presidents have accrued unrivalled success themselves and have become Philippine fashion’s most revered faces.
Tweetie de Leon Gonzales, commercial and ramp model, TV personality, ‘Most Beautiful’ lists hall-of-famer, Project Runway Philippines Season 3 host and now jewelry designer, is probably the most recognized PMAP president, serving the association from 1989 to 1991.
Former Benetton model, runway figure, fashion and beauty columnist, TV commercial model and endorser, Rissa Mananquil-Trillo served nine years as PMAP board member, with five years as its president from 2003 to 2008, during which she instituted significant reforms in the modeling industry.
Other well-known PMAP presidents include supermodel, PR maven, columnist and Project Runway Philippines resident judge Apples Aberin (1995-1997), international TV commercial and runway model turned hairstylist and makeup artist Baba Parma (2001-2002), and current PMAP president, runway model and TV host Phoemela Baranda.
