By Mariah Lall
Even though Traits Model Management agency has only been in operation a few weeks shy of a year, it has managed to create a quite a buzz. Managing Director Hugh George said his dream of having a born and bred Guyanese model on the international fashion scene was partly what was behind the establishment of the agency and it has happened, proving that dreams do come true.
Traits aims to bridge the gap between discovering talented Guyanese models and giving them the opportunity to development themselves for the international fashion arena and it has been doing just that.
Hugh took the time to sit down with The Scene to discuss the buzz his agency has been creating since its 2014 debut in Guyana. But instead of diving head first into talking about Traits, The Scene decided to get to know the face behind the agency. However, Hugh explained that even though it was initially his dream to start the agency he could not have done it without the help of his college friend and business partner/Agency Manager Junior Kennedy.
Growing up, Hugh was constantly surrounded by fashion – from his mom having a thriving sewing business back in the days catering to prominent families in Guyana, to keeping up with the fashion scene while in college. This is what moulded his interest in the industry. However, it was only a dream until he started throwing ideas back and forth to Junior, who had background experience as a model in New York. His dream started to materialize in May 2014 when the business was registered and the search for fresh Guyanese talent began.
Although he has no academic background in fashion, Hugh has a degree in public administration and has been managing director of his father’s business Arrowhead Enterprise, where he would have gained invaluable experience in management.
Hugh explained that the name Traits was Junior’s brainchild and that it representd the desire to raise the bar and set a trend that Guyanese would want to follow.
It has done so, managing to have a local model take part in two separate fashion shows abroad.
Apart from being the initial face of Traits, model Natasha Harper took part in the BVI Summer Sizzle 2014 Fashion Show and it was there she gained the exposure which resulted in Traits being contacted to have Harper booked for the 2014 New York Mercedes Benz Fashion show. Having a contracted Traits model booked for such an event before even celebrating its first anniversary as an agency was a feather in the cap of the company. Hugh expects it to get better as other Traits models have been sparking the interest of international fashion bodies.
Moving on to what services his agency offers, Hugh related that both male and female models are made available for commercial, editorial and high fashion modelling, advertisement for print and television and brand ambassadors. In addition, Traits offers special packages to clients where the agency does the photoshoot or ad for the client for a special price.
Putting the business aspect of the agency aside, Traits also seeks to encourage and promote the personal development of its models. Hugh highlighted that models who are signed to Traits are groomed to meet international standards. Models are taught to walk and pose for photoshoots, they also undergo personality training where they are giving pointers in acting.
“A girl may have to do an ad where she is in a cold environment, but the ad requires her to act as though she’s in a hot one. These are things they may need to be able to do sometimes,” Hugh said.
In addition to that he mentioned casual sit downs with the models where they are given the opportunity to talk about anything that may be bothering them.
In terms of recruiting models, Traits seeks a certain ‘look’. Other factors such as height and weight would be important in deciding which category a model would fall under. It was explained that when models are contracted to the agency they are analyzed and categorized as print or runway models. Both offer equal opportunities and it is from there that models are groomed to meet the expectations of their category.
Hugh highlighted that a print model would focus mainly on angling techniques for the camera while a runway model would have to place more emphasis on walking.
Anyone who is familiar with Traits would know that apart from having both male and female models, there is also ethnic diversification. Addressing this, Hugh said “Guyana has six races why not have that balance?” He added that the agency should showcase the ethnic
background of the country it represents.
Even though over 150 persons came out in response to Traits’ initial model search at the Gravity Lounge last year, it only has 21 signed models, including several pageant title holders: Miss Guyana Universe 2014 Niketa Barker and Miss Guyana Talented Teen 2013 and 2014 Tiffani Bonner and Reesa Sooklall.
Hugh said too that Traits has taken special interest in the pageantry field and was currently grooming one of its own to compete in the next Miss Guyana Universe pageant. Although he refused to divulge the name, Hugh expressed his confidence that Traits will take the crown. After all, it is Traits.
Being careful to not give away a lot, Hugh related plans to have a fashion show in November, adding that everything Traits plans will not only be big but different. He also expressed the hope of making the ‘fashion walk for a cause’ an annual event, referring to the recently held fashion walk against Domestic Violence where over 50 models made the 1.25 mile journey across the Demerara Harbour Bridge in fine style.
Apart from hosting unique events, Traits aims to raise fashion awareness in Guyana. “Everybody thinks they’re a model and the fashion industry in Guyana accepts them that way,” Hugh said, pointing to the lack of professionalism that is displayed in the industry as something Traits would like to change.
“The standard… needs to be higher, and that is why we give our models the whole package in terms of gearing them for the international stage,” he added. He said his goal was to remove the perception Guyanese have that Guyana can’t do anything on the fashion scene.
Asked what he believes sets Traits apart from the other agencies in Guyana, Hugh offered with a laugh: “I don’t think I need to answer that question. I think the evidence is in black and white. We have contracts that our models are required to sign, nobody else has that. We maintain our professionalism.” He went on to highlight that no other modelling agency in Guyana has managed to place one of its models in an international show.
Unfortunately no business is without its challenges and Hugh highlighted clients’ unwillingness to pay for service as one of the main challenges Traits has faced over the year.
“The exposure some models may get from being in an ad or on the cover of a magazine is enough for them in terms of payment. And companies are so used to taking advantage of that… they run away from the professionalism now,” he said.
In terms of marketing the company and its services, Hugh explained that social media has always been the marketing medium for Traits since their introduction to the Guyanese arena. And although social media has proved its importance, George expressed his displeasure with the fact that Traits is not yet a household name; something he hopes to change in the near future. He credits the success of the agency so far to the executive team’s meticulous planning and professionalism.
Being the visionary he is, Hugh visualizes Traits having at least six internationally signed models in addition to being the face of fashion in Guyana. “When you think fashion, you think of Traits,” he said.
He says making this dream a reality requires taking risks in the industry. “We are going to host fashion shows yes but the type of fashion shows we pull off would have everybody wondering what Traits is going to do next,” he said.
Apart from its model management, Traits also has an online blog Struckture which is a medium of expression for the agency as it touches on topics from street styles to make up tips for the everyday person. Speaking on the reason behind the name, Hugh explained that aside from it being catchy, “everything Traits puts out there comes from a point of uniqueness.”
Asked what advice he would give to persons interested in becoming models he said people should be realistic. “Are you really a model? And if so what category would you fall under?” he explained that knowing whether you have print or runway attributes offers the opportunity to perfect those attributes.
Traits Model Management is always looking for new talent therefore interested persons are encouraged to visit its Facebook page Traitsmodelmanagement or website www.traitsmodelmanagement.com for more information on how to become a member of the Traits team. The office of Traits Model Management is on the middle floor of a three-storey building located at 74 Brickdam, opposite the second GT&T building.