How to get into the Belarusian modeling business. “I got into the modeling business by accident.” How an ordinary student from Belarus became a Gucci model How to become a model in Belarus for a girl

The life of 21-year-old Irina Boboreko cannot be called easy. The girl grew up in an orphanage, she started working at the age of 14. However, no difficulties became an obstacle to the realization of her dream: Irina founded the country's first informal modeling agency. This summer, the project turned one year old, and the R correspondent learned about its first successes and how informal models work.

Life before and after

When Irina left the orphanage, she decided to get an education as a builder and graduated from the Minsk State Energy College. From the age of 14, the girl did not work with anyone: an auxiliary worker, a technician, a painter, a builder, a manager in a printing house. But none of these professions brought pleasure to Irina, and she decided to take a chance and turn her hobby - photography into work.

She started taking pictures when she was 15 years old - then the girl was cast for a fan photo session of a famous pop-rock band. Let the first experience, according to Ira, was exciting and not the most successful, but this did not discourage the desire to continue to try myself as a model.

Pink-blue hair, tattoos, piercings - it's hard not to pay attention to Irina when she walks down the street. When she found out about the famous Russian agency "Creepy sweets", working with models with a non-standard appearance, she wanted to become a part of it:

I passed the casting and began to work as a model for them. Later, the agency came up with the idea to open a branch in our country. They tried five times, but still could not finish the job. The problem was that there was no one to represent the agency. I decided to propose my candidacy: I know how to organize photography, besides, I had a lot of ideas in my head that I wanted to implement.

Irina headed a branch of a Russian alternative agency in Belarus, but things didn't go so smoothly. It was necessary to coordinate all actions with Moscow, send photos from the shooting, wait for approval, while bearing all the costs on their own and not even have the right to create their own group on social networks. Due to disagreements with the Moscow director, the girl decided to start her own business and in November 2016 - on her birthday - she opened the country's first alternative modeling agency B.O.O.M.

It was the best present. But since then, everything has changed, - Irina recalls with a smile.

Rejection of accepted ideals

Irina Boboreko actively began to look for "informal" people and organize filming. The burden of considerable responsibility fell on her: in addition to the fact that the girl comes up with topics for photo shoots, she needs to organize shooting - to gather photographers, makeup artists, stylists, designers and, of course, informal models in one studio.

To my question, who can be called an informal model, Irina replies that these are people with a non-standard appearance: with tattoos, piercings, unusual hair color. Classic parameters 90-60-90 and height from 170 cm are optional here. Now there are 25 guys and girls in the B.O.O.M agency. Irina admits that she deliberately does not recruit many people in order to be able to pay enough attention to everyone - in addition to organizing photo shoots, the founder of the agency is personally present at each of them. Periodically, Ira conducts a casting, and those who pass it receive a trial period of three months:

This is necessary, because there are people who treat their work irresponsibly, they think that they are in some kind of party. If the models get into the agency, then they pay me nothing, but they must periodically participate in photo shoots, photo projects, advertising shoots, she explains.

The girl emphasizes one of the advantages of an informal agency: with non-standard models, you can realize the craziest ideas. For "informals" it is not a problem to change something in oneself or experiment. This applies not only to bright make-up and extravagant hairstyles, but unusual locations are also chosen for filming.

Difficulties of working "for the idea"

One of the main goals of the agency is the destruction of negative stereotypes about people with non-standard appearance. Irina wants to draw attention to the fact that tattoos are a way of self-expression of a person, and they have nothing to do with prison culture.

Today, the task of Irina Boboreko is not so much to make a profit, but to develop the business she has begun. If the models pass the casting, then the founder of the agency is not paid anything, and the money is earned only through participation in music videos and cooperation with clothing stores. In order to provide for herself, the girl in her free time moonlights at photography or at a construction site:

The agency is gaining popularity and I think we will soon reach a new level. I have prepared a business plan for September, let's start working in a way that is beneficial to each of our team. Also in the plans to make a bias on the social theme of photo shoots. And even though the agency does not bring serious profits yet, I believe that everything is ahead. The main thing is that I do what I really like.

News of Belarus. When size matters. An unusual beauty contest is taking place in the capital. "Miss Belarus Plus Size" unites one and a half hundred girls from all over the country. The participants destroy the usual stereotypes with all their appearance, the 24 Hours News program on STV reported.

But correspondent Yana Shipko found in such beauty a connection with the Baroque era.

Yana Shipko, correspondent:
Real beauty is not measured in centimeters and kilograms - the unspoken motto of the competition. In addition to impressive forms, the jury also evaluated the erudition and talents of the participants. The winners will be at the head of the Belarusian body positivity movement, which is gaining more and more adherents around the world. Instead of chasing model benchmarks, why not become a Plus Size model yourself? At the same time, all participants– fans of an active and healthy lifestyle. Girls with curves know how to love themselves, and confidence can only be learned from them. By the way, according to the canons of the Plus Size contest, participants must be at least size 46.

Evgenia Tyuleneva, model, Vice-Miss World Plus Size-2017:
I think that my example inspired. I think there are enough girls in the world who inspire. I'm surprised that so many applications have been received. This is great! Today we'll see: maybe half of themselves overestimated themselves by calling themselves Plus Size.

It is always very easy to be thin beautiful. And full, with large and beautiful forms, being beautiful is much more difficult. I thank God that I can do it. Somehow it just works out.

This is the first such adventurous competition in my life. Friends asked me to fill out a questionnaire. Of course, I agreed. I didn’t prepare at all: spontaneously, after work, I came here and am in such an exciting bustle.

Based on the results of the casting, the jury will select the five finalists who will represent Belarus at the International Miss World Plus Size Contest, which will be held in 2020 in Kyiv.

How can children become a model, do I have to pay for it and can I make money on it [photo]

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Judging by the fact that there are about 20 children's modeling agencies in Belarus, this direction is now popular: moms and dads take their kids to castings, make a portfolio for them, and someone is even ready to pay for their child to be shown somewhere. What does it take for a child to become a star in the modeling business?

The 25-year-old owner of the Minsk modeling agency Ann Models, Anna Lyashenko, works at the international level: her wards go to shoot in Italy, France and China, advertise clothes from Yudashkin and Lanvin, and star in Basta's video. About 500 children aged from 3 to 15 years old were brought to the casting, which was recently held at the agency.

- Anya, on what basis are children chosen in the model?

Now the Slavic type is in demand: blond hair, blue eyes. We are looking forward to brown-eyed brunettes coming into fashion, but so far they are not particularly willing to be taken into advertising campaigns. There is a fashion for atypical beauty - for example, for lop-eared children. More recently, freckled mushrooms were in demand, but now this fashion is passing. In addition, the child should be slender, without cheeks.

- No cheeks? This is injustice! Babies with cheeks are so adorable.

I also hope that fashion will change soon. But now everyone wants children to be cheekbones, thin. After all, standard clothes are sewn on slender children. Therefore, if we see that a child has had a good rest over the summer and has eaten his cheeks, then in his place we will take a more slender one who can work.

- Children from your agency participated in the filming of Basta's video. And how did they get there?

We were approached by Russian producers who were looking for children to shoot a video in Minsk for the song “Papa What's up.” This song is about families where dads often go on business trips and communicate with children via the Internet. The guys needed to play children from such a family At the casting, the guys were asked to tell about themselves, answer questions.As a result, the producers invited two of our guys to shoot - Vsevolod Boydak and Mila Bondar.

"No covers for parents' money"

- In order for a child to become a model, parents must invest in his promotion?

Parents' expenses are tuition fees and photo shoot expenses. For example, in our agency training costs about $50 - 60 per month. If after a year the child enters the main team, there is no need to pay for classes. A professional portfolio costs about $50 - $100. If one child has 40 professional photos, and another has one photo on the phone against the closet, it is unlikely that the customer will choose the child near the closet.

- Do parents often offer to pay for a child's photo to be on the cover of a magazine?

Often, but we say: no paid filming! After all, if everyone works like this, the sphere will simply become obsolete, and we want to raise the level of children's fashion in our country. The child should receive a fee.

- What is the maximum amount children can receive for filming?

It's more a matter of prestige, children's fees are not so big. Abroad it is $200, $500 - depending on the brand.

- Are parents paid for trips abroad with children?

Most often, the host party pays for the cost of travel and accommodation. Either one of the parents flies with the children, or I.

Do the children themselves need a modeling school? There is an opinion that this activity is not for the age and it would be better if the children played in the yard than walked along the catwalk.

And why do children need to go dancing, singing or sports? In addition to fashion shows, there are many other activities for general development at the school of models: the guys study acting, stage speech, photo plasticity, choreography, and learn to take care of themselves. Not everyone will become models, but everyone will get interesting experience and knowledge.

- Many doubt whether boys should be given in the model?

This is a stereotype that needs to be broken. Some mothers at first told their husbands that they were taking their sons to dances, and not to modeling school. But we already have a lot of convinced parents. Separate groups have been created for boys, with a program aimed at raising not boy models, but gentlemen who can stand up for each other, help girls. The guys have sports with strength training, and their defile is not the same as that of girls.

There were several scandals in the children's modeling business because of the pictures where the girls were with makeup, in lingerie, in heels, in completely non-childish poses. Such photos appeared even on the pages Vogue and caused a strong wave of negativity. Is it important to you what shoots children are invited to?

I do not support this approach, the moral component is important to me. In my mind, children's fashion is simply a display of children's clothing. I am in favor of showing childish spontaneity, naturalness, emotions. Of course, we always figure out the idea of ​​shooting in advance.

“Between chemotherapy sessions, I flew with children to shoot in Europe”

- You opened a modeling agency very early - at the age of 19. Was it difficult to start?

I am from a large family, I have three younger sisters and a brother. One day, a photographer friend of mine offered to take pictures of the sisters and then take them to an audition for a commercial. All this was accompanied by such incredible excitement that I wanted to continue it. And now mothers of girlfriends began to contact me with requests to take their children. I created a VKontakte group, and then opened an IP. However, over time, I realized that this is a rather evil business.

- Why are you angry?

For example, there was a case when competitors called the designers we worked with two days before the show and offered them a profitable project on the condition that they would refuse to work with us…

- Did you have money to start a business?

No, so I found a second job, which at first allowed me to rent a class room. I am a marketer by education, but I went to work as a vocalist in karaoke. There was not enough money to pay teachers' salaries. I was very lucky that I met people who were ready to support me for free. For the first three years, we worked to zero, tried to grab onto all the projects that were offered to us in Belarus, and gradually got back on our feet. Now I have 15 employees, and 400 children are involved in the agency.

- Was it difficult to reach the international level?

Very difficult. I knocked on all the doors for a long time and could not understand how this business works outside of Belarus. I tried to negotiate and one day I found an agent who works with European modeling agencies. She drew attention to one of our girls - Albina Tokareva. It was a year and a half ago and it was our breakthrough: Albina became the face of the advertising campaign of the famous Italian brand Fan Fan. Billboards with her photo hung all over Italy! She paved the way for us to Europe

About a year ago, you wrote a post on Instagram about your illness (Ani was diagnosed with cancer. - Ed.) What helped you cope?

At first, from panic and shock, I did not know how to proceed further and make plans. We had just begun to gain momentum at the international level, and I understood that either all the work done was going down the drain, or we continue to work in the circumstances that we have. Therefore, between chemotherapy courses, I flew to Europe with my children. Another thing is surprising: how people reacted to this post. The parents of the children who study with us began to send notes from them with wishes “for Anya to recover.” For my birthday they recorded a song called “Live”. I think my work and the huge support of others that I had helped me get better.

Being a male model in Belarusian realities is not so easy. Firstly, any man in sweatpants considers it his duty to remind you that “normal boys” don’t walk the catwalk and don’t post photos with a naked torso on Instagram. Secondly, many clothing manufacturers firmly believe that it is not necessary to pay for the work of a model, they say, getting into the frame is already good luck. Onliner.by talked about the vicissitudes of Minsk model life, fees, stereotypes and public condemnation with 25-year-old Atamurat Erdzhanov, a graduate of the Belarusian Aviation Academy.

- In social networks you write: “Just a couple of years ago I worked for a penny as a parking attendant, a loader, poured coffee in shopping centers and walked in costumes of cartoon characters, and now life has changed so much.” Today you are quite a successful male model by Minsk standards. How did it happen?

I came to Minsk to study from Turkmenistan, graduated from the Belarusian Aviation Academy, then a master's degree. Why Minsk? In 2010, it was just an ideal city for a student: cheap and affordable. Yes, and my parents wanted me to see another country.

How did it happen with modeling? I think it all started with the fact that I had wild complexes, because at one time I was very thin.

- You talk so calmly about it.

Yes, I still have huge complexes! (Laughs.) There are photos of those times when I just started, just arrived in Minsk. See for yourself: I'm really skinny.

So, I flew to Minsk and look: and the Belarusians are all healthy, big! And we are so small walk with high self-esteem. (Laughs.) I think: no, it won't work like that. I was then 18 years old. Started to train. I made a certain shape, a figure. I thought that to become a model, you must be pumped up. I trained, invested a lot of money and in the end I realized: I'm ready! I went to the casting at the National School of Beauty. And they looked at me and said: "Where did you come?" It turned out that I became too big and pumped up. I remember myself at the graduation ceremony at the aviation academy in a classic size 54 suit. It was pretty ridiculous. (Smiling.) I decided to lose a couple of kilograms so that the jackets fit normally. A couple of months later I worked at a wedding exhibition, then the suits fit perfectly.

- That is, it was the path to the ideal male body?

No, to self-affirmation. (Smiling.) I wanted to assert myself, I wanted to be more than I am. I suffered from lack of attention. That helped. (Laughs.)

Yes, I see that your Instagram posts get under a thousand likes. And dozens of enthusiastic female comments - from "How beautiful you are!" to "That's it, I'm leaving!" ...

Yes, that's how I get my dose of attention. Of course, this is stupid, on the one hand. And on the other - why not amuse pride?

Don't think that I'm some crazy bodybuilder who lives by the motto "Don't swing today - die!". No, this story is not about me. I do not impose any ideals of sportiness on anyone.

Posted by (@atamuavia) Aug 17, 2017 at 11:43 PDT

I was healthy, pumped up - I noticed that women do not like it, it repels them. Some patterns fall on you like “stupid jock” or “narcissistic m * duck”. It hurts a lot. Everyone has to prove: no, I'm not like that, I have other interests! Useless. All the templates about a narcissist have already been glued to you.

You participated in fashion shows and were shot in commercials for Nike, Mark Formelle, Historia, Westerly, Sister's, Coo Culte... And what do you consider your biggest success?

Nothing can be cooler than the fact that I personally met two presidents: Lukashenka and Putin. It was at a private display of the national Olympic uniform before the games in Rio. Our president even thought that I was an athlete and shook my hand. (Laughs.)

These videos are very defiant, yes. Provocative. The goal was to attract attention - and it was achieved. The reaction was very violent. The videos were discussed for a long time, shown on the air. They hooked the viewer. And this, in my opinion, is an indicator of good advertising.

- At what age is it best to start a modeling career, and at what age is it too late?

- It is better to start at 13-14 years old - this is the time when you can already see the perspective in the model. It is at this age that we can notice the model, and at 15–16 she may well enter the professional podium for the first time. Our models retire at the age of 25.

– Do many models leave Belarus abroad?

- Not. This is a very competitive environment, so only a few leave. We do not set such a goal for ourselves - to bring everyone to the world podiums. Even the most European agencies cannot boast of one or two world famous stars. We already have such ones - this is the supermodel of the world Katya Domankova and our famous model from Brest Anastasia Belikova, who now conquer the world catwalks and work with the most famous designers such as Armani and Cavalli, and constantly participate in FashionTV shows.

- Girls with what parameters are now in the top of the world modeling business?

- In the top, petite girls with a height of 178 cm and above. We do not pay attention to the chest, but more to the waist and hips - 60 and 90, respectively. The parameters should not go beyond these limits, and this is clearly stated in the contracts. If a girl goes beyond these parameters, then her work can be canceled and the model returned back.

- But what about the well-known stereotype that breasts can interfere with the work of the model?

- Not true. If a girl has good breasts, then she will also work in lingerie shows. This could be a plus.

- Can a girl from the street, without going through a modeling school, become a model if she has the makings?

“Of course, we have scouts who simply stop the girls who suit us on the street, and in a month they can go on the podium at a famous designer. Scouts work not only in Minsk, but also in other cities. But basically, of course, we are fueled by the catwalk school.

– Is it possible to say that Belarus is a full-fledged platform for world fashion or are we still somewhere on the sidelines?

“Of course you can, why not? You know, my family lives in Mallorca. I often go there and remember that the FashionTV channel broadcasts Belarusian designers from haute couture weeks and other fashion events. I think that we have enough such events and designers. Most recently, I talked with some - they just arrived from China, participated in the fashion week there. There are already names in Belarus, there are interesting collections, and they are also going to make good sales. Maybe not yet at the international level and they do not yet have representative offices abroad, but in our country they work actively and famous people in show business are happy to order costumes from them.

- Is it true that rich businessmen often take models right off the catwalk and girls agree to their terms, go into private life, abandon work?

- You can now stay after the show in the hall and see if someone will be removed from the podium today 🙂 Of course, for every girl in any profession, personal life is very important. I can only say that our agency never interferes with the personal choice of a girl. If she decides to sacrifice her career, the podium and goes into her personal life, there are a lot of beautiful girls breathing down her back, there are enough of them in Belarus. So if not her, then someone else. The agency does not monitor the personal lives of their models. The only one, in this case, she must clearly say either “I am ready to work”, or “I will take care of my family, children.” Sometimes girls choose to study, but many also combine it with work - they only go to summer shows abroad.

- How do the fees of models abroad and in Belarus differ?

- Fees in Belarus are five times less than in Europe. But if the model works actively, then it can earn the same amount here. And this money may be enough to pay for their studies at a university or in the future, for example, to open their own business or help their parents buy an apartment.

– Do we have hard-working models in Belarus? In particular, in Baranovichi?

– Hardworking, very. Well, it's hard to make money these days. And the model is such a profession that at a young age already gives the girl independence. Perhaps, only sports and the modeling business make it possible to earn money at this age, because there you have to become independent early.

– Which countries are most interested in Belarusian models? Where are they invited most often?

- The best market where our models are actively working is America. But to get to America, you still need to go through the launch pad in Europe or Asia. Therefore, most often our models start from Paris, Milan, London, and then they can be invited to America. There are more interesting contracts, more work. The Chinese market has also become more active, Japan and North Korea are still interested in our models.

- How can parents ensure the safety of a child who is already being offered contracts abroad? Do they need to personally check overseas agencies?

- We have a license to employ models abroad, respectively, each contract with us is checked by the Ministry of Internal Affairs and officially registered. We do not work with countries where the modeling business is very weak, such as Turkey. And we work with the European capitals of fashion, where everything is cultural, legal and such dangerous moments are excluded.

- What should parents be prepared for when sending their children to a podium school? What will have to be sacrificed?

“You have to sacrifice your time on the weekends. And clearly understand that the children they bring are going to study at the school of aesthetic development. They should be prepared that children at this age do not yet become stars, they do more for themselves, to be flexible, artistic, to know etiquette - this whole set of disciplines will be useful in the life of every child anyway. And only in the older groups, the top, where they are engaged from the age of 15, we look for teenagers specifically for work throughout Belarus. Some Baranavichy models are already working abroad. We scan the whole of Belarus for beauty.