By: Audrey Raymonda John
Africa Diaspora Fashion Hub Sierra Leone (ADFH-SL) has held a model masterclass at Sikira Lounge, Sea Coach Aberdeen, Freetown, bringing together aspiring models and fashion industry professionals to promote professionalism, confidence, personal development and greater opportunities for Sierra Leonean talent.
The masterclass featured presentations on runway posture, attitude, personal branding, professional portfolio development, self-confidence, personal hygiene and safety in the modelling industry. Speakers encouraged participants to recognize their individual strengths, respect professional standards and prepare themselves for opportunities both locally and internationally.
A major highlight of the event was the announcement by ADFH-SL President, Alhaji Maddi, popularly known in the fashion industry as Maljay, of plans to host an international fashion runway event in Freetown in 2027.
Maljay expressed confidence in Africa’s growing fashion industry and Sierra Leone’s potential to become an important destination for international fashion and creative exchange.
Speaking during the event, he said his decision to invest in Africa’s creative industry was motivated by his belief that African designers and other creative professionals deserved greater opportunities to showcase their talents on the global stage.
Having travelled to Europe to develop his career, he said returning to Africa and seeing people building their own stories had been an inspiring experience.
“I really believe in building things that will come to Africans,” he said.
He disclosed that Freetown would host his first major platform in West Africa outside The Gambia, adding that he intended to bring one of Europe’s prominent fashion designers to Africa for the proposed 2027 event.
“We’re not going to think about Paris, London, New York. No, we talk about Freetown,” he declared, encouraging the audience to believe in the capacity of Sierra Leone to participate more prominently in the international fashion industry.
The proposed runway show is expected to create opportunities for local models, designers and other creative professionals to interact with international fashion industry players, although details concerning the venue, participating designers and programme are yet to be announced.
The Chief Executive Officer of Gambia International Fashion Week and co-founder of ADFH-SL, Ismaila Jalloh, also addressed participants during the masterclass, contributing to discussions on the development of modelling and fashion in the subregion.
One of the Miss University contestants, Fatima Kamara, encouraged aspiring models to embrace their uniqueness and take pride in representing Sierra Leone on international platforms.
She argued that Sierra Leonean beauty could not be confined to a single standard and urged models to recognize the qualities that distinguish them from others.
“Looking at the faces here this afternoon, you cannot point to one specific beauty standard,” she said, adding that models should embrace their individuality rather than feel pressured to conform to a particular appearance.
Kamara encouraged participants to represent their country with pride and demonstrate the resilience of Sierra Leoneans wherever their careers might take them.
Madam Bangalie, popularly known as Aunty Janet, urged aspiring models to approach modelling as a serious profession requiring discipline, preparation and commitment.
She emphasized the importance of developing professional portfolios containing quality photographs, relevant modelling experience and a brief biography to help models present themselves effectively to casting directors, designers and agencies.
She cautioned participants against relying exclusively on casual photographs taken at social gatherings, encouraging them to invest in professional images that demonstrate their versatility and potential.
Aunty Janet also advised models to explore reputable modelling agencies while carefully examining contracts before signing any agreement. She encouraged them to ask questions, understand the services being offered and ensure that their expectations aligned with those of the agency.
While acknowledging that modelling opportunities within Sierra Leone remained limited, she said the growing participation of Sierra Leonean models in international assignments offered grounds for optimism.
She further challenged agencies to become more proactive in identifying opportunities and connecting local talent with designers, fashion shows and international platforms.
Addressing participants, Mrs. Rachel Kargbo stressed that individuality, confidence, personal presentation and good character were essential to building a sustainable modelling career.
She encouraged models to develop their own signature walks, styles and personalities instead of merely copying others, noting that the ability to stand out could help them attract the attention of judges, photographers, designers and casting directors.
Kargbo also emphasized self-respect and personal boundaries, warning aspiring models against compromising their values in pursuit of fame or career advancement.
She urged participants to be cautious when dealing with people offering modelling contracts, international travel, auditions or other professional opportunities.
Models, she advised, should verify the identities and reputations of agencies and organizers, insist on clear written agreements and seek independent advice before signing contracts or paying fees. They should also inform a trusted person about audition locations and work arrangements, particularly when meeting unfamiliar clients.
She further cautioned against accepting situations that made them uncomfortable, stressing that no genuine career opportunity should require a model to surrender personal dignity or ignore safety concerns.
On professional presentation, Kargbo highlighted the importance of appropriate dressing, personal hygiene, confidence, respectful communication and maintaining good relationships with colleagues.
She reminded participants that talent and physical appearance alone were not enough to guarantee success, as reliability, kindness, punctuality and professional conduct could influence future recommendations and career opportunities.
Madam Matilda E. Tawai, who educated and enlightened approximately 35 participants, focused on attitude, runway posture and the importance of understanding a designer’s creative vision.
Drawing on her experience in the fashion industry, Tawai identified attitude as one of the challenges affecting modelling in Sierra Leone, arguing that talent and appearance must be supported by discipline and professionalism.
She encouraged participants who hoped to work with designers and fashion organizers to take advantage of casting calls and demonstrate their abilities.
Tawai also expressed optimism about expanding opportunities for male models, explaining that the presence of many men at the masterclass had encouraged her to consider greater inclusion in future fashion activities.
She stressed that modelling involved more than walking confidently on a runway. Models, she said, must understand the garments they wear and communicate the designer’s intended message through their posture, movement, facial expressions and presentation.
“Do not allow the garment to wear you; learn how to wear the garment,” she advised.
Tawai explained that different fashion styles require different approaches, noting that streetwear, bridal wear, formal clothing, traditional attire and avant-garde designs cannot all be presented in exactly the same way.
She urged models to understand the concept behind each garment and adapt their runway performance to reflect the designer’s expectations.
Tawai also encouraged participants to attend upcoming fashion shows and respond to future casting opportunities as ways of gaining experience and strengthening their professional development.
The masterclass concluded with a vote of thanks delivered by one of the participants, Esse P. L. Onojake, who acknowledged the organizers and speakers for sharing their experiences and knowledge with aspiring models.
The event underscored the importance of training, mentorship, collaboration and professional standards in developing Sierra Leone’s fashion industry.
With ADFH-SL signalling its intention to stage an international runway event in Freetown in 2027, participants were encouraged to use the knowledge gained to improve their skills and prepare for emerging opportunities.