Although she now stands out as one of the most prominent figures on Rwanda’s modelling scene, having captivated both local and international audiences on Runways in: Uganda, Congo, Paris, Germany and Milan, Linda Umuhoza aka Linda Muh was once told by her peers that unless she lost 10kgs, her career was off the hooks.
SENS brings you an exclusive Q&A, with the model/fashion designer/stylist, uncovering her essence in the modelling industry while exploring insights into her thoughts on Rwanda’s evolving fashion landscape.
How did your journey into modelling begin, and when did it start? What was the modelling scene like in Rwanda back then?
My journey into modelling started at the age of 9 when I was asked to do a photoshoot for Rwanda foam. Since then, my love for modelling has become unstoppable. In 2015, I decided to take it to the next level by joining Golden Models- a modelling agency led by Franco Kabano.
Back then, the modelling industry wasn’t that ‘organized’, and models were undervalued, hence, my experience was up and down as there was no contrast between brands and organizations. As a result, payments for models were either delayed, or they were not paid all together.
What are your thoughts on the modelling industry today? Is it possible to make a living as a model in Rwanda?
At the moment, the modelling industry in Rwanda is still struggling immensely. This is so because organisations would rather work with whichever model is willing to be paid peanuts. For that matter, being a full time model and relying on it for financial stability is almost impossible, nevertheless, we have hopes for a brighter future.
Having worked with agencies in both Europe and Africa, what differences have you noticed in terms of opportunities and support for African models? What lessons can Rwandan modelling agencies learn from their European counterparts?
Surprisingly, in Europe, African models are highly valued, both in payment and other amenities. This however is not the case in Africa, more so if you know your worth and demand to be paid accordingly.
Agencies in Rwanda and Africa as a whole should learn to appreciate our work. They should adopt a policy of issuing out fairly priced contracts for models because it is no longer a pastime thing but a profession like any other.
What are some common misconceptions about the modelling industry in Rwanda, and how would you address them based on your experiences?
The most common misconception we have in Rwanda is branding whoever posts a beautiful photo on social media a model. This is false, models are professionals who invest tremendously in their careers so they should be considered before anyone else for jobs. In other words there’s a difference between influencers (people with the most social media likes and following) and models.
What challenges have you faced as a model from Rwanda, both locally and internationally? Have there been moments where your Rwandan identity was celebrated or marginalised in the fashion world?
The utmost challenge has always been under payment, in fact, it had me re-thinking my dream for modelling. On the other hand, the international market has been welcoming, boosting my self-esteem and making me proud of being a Rwandan model.
How do you maintain a balance between honouring your cultural heritage and adapting to global fashion trends?
Respect for my country comes before anything. I proudly wear my values as a Rwandan woman and will never do anything to sabotage that, no amount of opportunity, nor money will ever make me forget that.
Can you share any significant milestones or accomplishments in your career that have paved the way for other Rwandan models? Which runways are you most proud of? How did it feel to walk them?
Walking for Blumarine during Milan fashion week tops my list of milestones. Before going for the casting, people tried to discourage me with claims that they don’t work with Rwandan models, which wasn’t the case. Being accepted made me feel so proud–as an individual and a Rwandan. I greatly believe I gave it my all portraying the potential Rwandan models possess.
What is your beauty regimen? How do you stay in shape?
Staying hydrated works for me. I take lots of warm water mixed with turmeric to keep my skin acne free. In addition, I adore quality moisturisers and serums as I have a dry skin type.
When it comes to the body, exercise is a must, with or without gym membership. My legs and abs need to stay toned day in day out.
What support systems are available for aspiring models in Rwanda, and what changes do you think are needed to empower them further?
The biggest support system we have in Rwanda is Franco Kabano. Personally I have worked with him since 2015 and everyday, he’s running up and down trying to improve the modelling industry. If possible, I would suggest Visit Rwanda campaigns should support him as it will be a great opportunity to showcase the beauty,culture and hospitality of Rwanda to the world.
What advice would you offer to aspiring models from Rwanda or other African countries who dream of making it big in the international fashion scene?
Aspiring models should believe in themselves, confidence is key in everything. Above all, they should pray to God and trust him in all their endeavors. Also, having a good photographer to keep their social media handles busy should come in handy-that’s how the public gets to know of your craft, not forgetting working on their appearance: body, skin and cat walking skills.
