You modelizer!

Okay. Think of it as your typical good mood scene. You’ve got it right down pat – fabulous hair in place, upper lip waxed and armpits free of stray growth. You think you’re beautiful and ready to face yet another humdrum day as a girl. Everything’s perfect. At least, until the models strut past you on their way to a casting or a shoot or a commercial – complete with their pre-shoot, zero-makeup look. It’s easy to hate them – after all, they do look a hundred times more fabulous than you even when your face is fully made up. Now, an incident like this is exactly the kind of thing that will make you want to dig a hole and burrow for the next couple of months. Or you could sneer, "You drank the potion!" ala Goldie Hawn in Death Becomes Her and sulk till you develop a couple more wrinkles from frowning. But just like the sane and classy girl your parents raised you to be, you smile and slump back and do the mature thing and think, You can’t judge a book by its cover. And you can try to dig for every imaginable (and logical) reason to hate them but find absolutely nothing. Zilch. Zero. Nada. Especially the PMAP (Professional Models Association of the Philippines) models, an elite group of models known for their talented members and strict code of professionalism. "One has to be invited and screened to get into PMAP. Bone structure, height and beauty – these all help. But more than that, we invite seasoned and promising models who possess professionalism in work, the right attitude, dedication, and the vision to uplift the modelling industry," says PMAP president Rissa Mananquil-Samson. "PMAP serves 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 together for their own protection and progress." 

PMAP has been around for a grand total of 18 years and, contrary to popular belief, it is not an agency. It’s actually an organization that sort of serves as a union to protect models and professionalize their craft. Okay, it may seem that models get major party perks and, yes, sitting around with a permanent smile plastered on their faces while holding a bottle of shampoo may sound like the most glamorous and high-end way to earn a couple of hundred thousand but get this – it ain’t easy. Try it out for yourself and smile for a full hour in front of a mirror. Suddenly, you realize that it’s their job to make the most painful and uncomfortable positions look natural and beautiful. And imagine having to actually look like twisting and contorting are the most enjoyable things to do on earth. But of course, being a model is more complicated than the actual act of modeling and there’s more to it than most people know. "PMAP ensures that our models are protected from exploitation, provided with reasonable working hours and are well-compensated by implementing standard rates while fostering a good relationship among models, directors, clients, and producers," stresses Samson. "The PMAP board has implemented a rate guide, overtime fees and provisions that will protect our models. We’ve held intensive workshops conducted by fashion industry stalwarts – workshops that are for new and old members alike to ensure that we maintain a standard of models worthy of being called professionals. As designer Vic Barba put it, ‘Coaching is reassuring the student what he/she already knows.’ I believe that all models, even seasoned ones, need constant training for their craft. It’s important to always update yourself. Just the same way philosophers, scientists and artists were always thirsty for knowledge and self-improvement."

And hey, models are human too. Outside the glitz and glam of ramp shows, fashion editorials, ad campaigns and TVCs, the PMAP models also reach out and touch base with reality. Over the past couple of years, the association has organized an annual outreach program to be of aid to various charities and non-profit organizations such as Tahanan Sta. Luisa, a home for sexually abused girls; Jesus Loves the Little orphanage; Hospicio de San Jose, a home for the elderly; and Habitat for Humanity. They also helped raise funds for WWF (World Wildlife Foundation Philippines) and Make-a-Wish Foundation. Mean girls they‘re not.

The newbies

PMAP is ushering in a new generation of models to take the fashion industry by storm.

Ana Sideco

Age: 21

Avedon, Newton or Ritts?

I like Newton’s work because he found beauty in the most unexpected way. Like him, I perceive beauty in a manner different from the norm.

Yasmin Baumann

Age: 23

Avedon, Newton or Ritts?

Newton. Because of the way he created a real mood in the picture. It looked like he captured a powerful moment in each photo.

Nicole Hunziker

Age: 18

Avedon, Newton or Ritts?

Ritts. Because no one came out not looking their best when he took the photos. The photograph in itself is beautiful – and not simply because of the styling, clothes or makeup which were very elegant, simple and timeless.

Maan Bayot

Age: 24

Avedon, Newton or Ritts?

Avedon. What made him outstanding was that his shots were fabulous but still simple.

Iago Raterta

Age: 25

Avedon, Newton or Ritts?

Avedon. I like the movement in his pictures. He broke free from the traditional posed shots and revolutionized the fashion industry.

Jedah Hernandez

Age: 23

Avedon, Newton or Ritts?

I choose Ritts. Upon reaching the height of his passion, he exerted a lot of effort to become a great photographer. Like him, I dedicate myself to the things I am most passionate about.

Kerwin Yap

Age: 24

Avedon, Newton or Ritts?

Richard Avedon. I always believe that portraits should capture the personality and soul of its subject – which was Avedon’s specialty.

Eli Nacuspag

Age: 22

Avedon, Newton or Ritts?

Avedon. I love the fact that most of his photos had some kind of religious connotation. And I don’t know whether he did it intentionally or not, but his photos were glam and simple at the same time.

Nino Ibarola

Age: 23

Avedon, Newton or Ritts?

Ritts. He knew how to bring out the best in everyone.

Anj Sandel

Age: 23

Avedon, Newton or Ritts?

Ritts. He was not only one of the greatest image makers of our time but one who had a good heart. I am fond of people who know how to share their blessings.