KEVIN YAMOAH TALKS MODELING

Interviewed by Culture Coast Talks editor Daniel John. Interview transcripts might have been edited for length and clarity.

How did it all start for you as a model?

I first did a small shoot for Shelta because my close friend Amanda Gloria works there. I think it all really took off after we did a lookbook shoot that went very well, and Amanda was one of the first people who truly pushed me to pursue modeling. But honestly, the path to get there wasn’t simple at all, especially for me personally, because I hadn’t really convinced myself that I wanted to become a model. At that time, my only real goal was to get discounts on sneakers and shoes after each shoot for their website. That was enough for me back then.

When did it get more serious for you?

One night out really opened my eyes when Filippa Järnebratt, who is signed with MIKA’s, helped me set up my first meeting with them in Gothenburg. After a few meetings, though, things didn’t progress any further, and I didn’t have any real plans to keep pursuing it myself. However, a year later, I eventually signed with MIKA’s anyway, so it worked out in the end. Around fall or winter 2019, Rudy Addo also recommended me to LIND Models here in Gothenburg. They were very interested in my look, so I decided to meet Annika and Fredrik at the agency. They made an amazing impression on me, really warm and welcoming. They explained how they work with different models in Gothenburg, around Sweden, and internationally, and what plans they had for me. It all sounded extremely exciting, though at the time it still felt far from the reality I was living in, but since I’m someone who can be fearless at times, I had this gut feeling that it was something I should do, and honestly, that moment was a turning point in my life.

Modeling can open many door. Is there something deeper you want your modeling platform to represent?

I learned very quickly after my first job how important it is to invest in relationships and connections within the fashion industry, and not see investment only in terms of money. If you focus only on money, there’s a risk of losing yourself and chasing things you can’t control. Whether it’s a free test shoot or a campaign for Louis Vuitton, you should see every opportunity as a chance to improve, learn and build more connections, those connections will benefit you long-term and hold more value than money, which eventually loses its worth. I hope that through my modeling and platform, I can inspire people to reflect on how life can radically change if you take an opportunity that feels foreign or uncomfortable at first, and turn it into something beautiful. It doesn’t have to be in modeling, it can be anything. I truly believe anything is possible, even though my own journey hasn’t been easy. Someday, I’d also love to share my story, maybe through lectures and inspire people, especially those who look like me to take their shot and believe in themselves. I’ve also gotten many opportunities to grow my personal platform, but I’m keeping most of it private for now. “Actions mean more than words”, and I would rather show what I want to achieve than just talk about it.

Inevitably, you become a public face that others can see and be inspired by and they might see you doing this and think it’s something they can do too?

I’ve had to work my whole life uphill. I grew up in Gärdsås, Bergsjön, a suburb of Gothenburg, the environment was tough, but it’s close to my heart, it’s the place where I feel safest. At the same time, I’ve been through a lot. I was robbed and beaten at a young age. I got dragged into bad situations as a kid. I experienced betrayal from adults I was supposed to trust. Social services almost took me away from my mom. My parents’ divorce hit me and my brothers really hard. There were a lot of traumatic events I had a tough time processing during my teenage years. But look at me now, life worked out in the end. My family and I made it through everything, and our bond is now extremely strong. A huge part of that is thanks to my passion for football, which distracted me from negative thoughts, and also thanks to my incredibly strong mom. She’s been my rock, my role model, my leader. I also thank God for listening to our prayers and giving us the faith to believe something good would eventually come. I hope to one day be a light in the darkness for others going through similar struggles.

Do you get lot of poeple who reach out to you?

Over time, I’ve realized how much I’ve begun to inspire others. People reach out to me on Instagram, it’s the easiest way to contact me, and they write about how my modeling, my words, and my growth have inspired them. Sometimes it’s even people I least expect, like my old dentist, and other people from all over Sweden and the world. There have even been times when strangers approached me on the tram or at the gym, saying they recognize me. I get a lot of positive feedback, but also some negative comments. Most of the negativity is stuff my close friends hear, but I don’t let it bother me. I see it as a sign that some people want to be where I am, which honestly makes me feel grateful and honored for the opportunities I have.

Who were the role models you looked up to when you started?

I’ve had a few key people who’ve inspired me in the fashion industry. Knut Berggren, I worked with him in Stockholm for Dahlin in January 2020. He gave me valuable tips about what’s expected of me, where I’d fit in and how I should think about my career. I’ve learned so much from him, and he’s truly a great person. Roger Dupé, I look up to him a lot. He’s opened doors for many Black models, including me. I also admire his business mindset and how he uses his platform to go beyond modeling, like giving lectures and running his own skincare line. He’s been a huge inspiration to me and probably the first model I ever really noticed. Hugo Jimenez, he’s insanely cool, also from Gothenburg, and very independent. He’s built himself up, has amazing style, and has used his platform really well.

Have you grown comfortable with the amount of opinions that come with this industry?

Yes I’d definitely say I’ve heard a lot over time. People have told me things like that I am not actually that attractive or “not good looking in that style", that I’m self obsessed, that I think I can get any girl just because I’m a model, or that I must be arrogant, because I know I look good. But honestly, I don’t focus on any of that. I know who I am, and that’s the most important thing to me.

Modeling is one of the few industries where women often earn more than men. Do you think all fashion models should be paid equally or does it simply reflect that fashion has a larger female audience?

You could say there’s a difference, yes. I think there’s more pressure on women in the industry, more expectations about how they “should” look and act, and overall tougher competition. Women also generally attract larger audiences, which goes hand in hand with their earning potential. But I’ve also noticed that compared to ten–fifteen years ago, there’s now a wider variety of female models being represented, which is great to see. At the same time, male models are getting more recognition in the industry lately, so I believe the opportunities for men will keep improving over time. Still, as things stand right now, women will likely continue to draw bigger audiences, and therefore, make more money.

As a model, opportunities can come at any time and from anywhere, but there's also moments when nothing happens. How important would you say it is to have your own goals as a model, so you’re not relying too much on others to shape your career path?

I’d say it’s very important to handle this well because in the long run, it helps you feel better mentally than just sitting around for days waiting for a job to come through. I know many models struggle with this, but for me personally, I’ve managed it well because I’ve prepared myself mentally for the fact that there will be quiet periods. When there’s nothing happening, you just have to accept it and move on. I’m lucky, too, because I keep myself busy with other work, football, and training so I don’t spend too much time overthinking when there’s a gap between modeling jobs.

You signed with an agency in Milan last year. Do you want to work more internationally?

Yes, for I Love Models Management in Milan during September and October last year. That was a huge milestone for me, my family, and my friends, who are all so excited and proud. The agency is highly respected across Europe, and many of the top models worldwide are signed with them. For me it shows that I’ve come a long way in my modeling career and that I’m now “competing” with some of the best in Europe, which feels amazing. Going abroad is one of my current goals. I’ve already shot in Norway, but it would be incredible to spend more time in Milan, meet the team at I Love Models in person, build stronger relationships, and create new client connections in Italy.

Are there any photographers, designers, or brands you would be excited to collaborate with?

Good question! I’d love to work with photographers in Asia, especially in Japan and South Korea, as well as South Africa. I’ve heard that you can really create an incredible portfolio after spending some time in those countries, and I wouldn’t hesitate for a second to go abroad for a few months, or even years, to explore new places, meet new photographers, and work with different clients. I also want to do more work with my friend Ahmad Wasmi, who’s a photographer and videographer. We’ve already worked together, but I’d love to create even more projects with him both in Gothenburg and internationally. He’s super talented, incredibly creative, and he’s personally helped me become more creative in my own thinking. We often brainstorm ideas together, and I truly believe he’ll become a big name in the future. Another one is Anthony Nusca, who's a very talented photographer originally from Gothenburg but currently based in Toronto.

Who is your main agency now, is it still LIND Models?

LIND Models is my main agency, based in Gothenburg, and it’s perfect for me, they were really the first to believe in me. I quickly built a close relationship with Annika and Fredrik at the office. They’ve worked incredibly hard to help me reach my goals, and beyond that, they’re just wonderful people who truly care about me. They always check in on how I’m doing and look out for me like I’m one of their own, that means a lot to me personally. I’ve told them how much their support means to me and my family. And I honestly can’t thank them enough. I sometimes call them my “bonus parents”, and that’s exactly what they feel like. The only way I know how to repay them is by making a great impression with the clients I work with, but sometimes it still feels like it is not enough compared to everything they’ve done for me.

Is it right you also grew up in Ghana?

Yes! I actually spent part of my childhood in Ghana, and I have so many beautiful memories from that time, going to school there, meeting my grandparents, cousins, and other relatives, and fully experiencing the culture. It was a very special period in my life.

It might not be the first thing that comes to mind, but Ghana has had an impressive fashion scene for years, along with a vibrant music and arts culture. Is there anyone or any projects there you’d like to work with in the future as well?

In recent years, I have also noticed a growing connection between fashion and art in Ghana! I’ve seen some photos and clips, and it feels like a whole new side of the industry opening up. I even get messages from people in Ghana asking when I’m coming to visit, sharing positive feedback, and asking what it’s like to model in Europe. I’d love to see firsthand how the modeling industry works there. I’ve heard great things about Yafan Models, which represents some of the biggest models in Europe and operates differently compared to most agencies in Africa. It would be amazing to use my platform as an inspiration for people in Ghana while also working with charity organizations to support those who are struggling more than I am.

Were there a lot fewer jobs for you last year with everything going on?

Honestly, the pandemic worked out better than expected for me. In many ways, I think it actually helped my career. Even though I was still new to modeling, I managed to book quite a few jobs. Part of the reason was that, during the pandemic, agencies often had to work with local models, which gave me more opportunities than I might have had otherwise.

How has the start of this year been?

This January started off really well with some amazing jobs, projects I still can’t talk about yet, but I can already say they’ll definitely open doors for even more international opportunities. It feels like the beginning of something big happening for me, over the next few years.

What would you like to do more of?

For January’s shoots and moving forward, my goal is to do more international work and expand abroad. I feel more than ready now, like it’s finally my time. I believe in myself enough to know that I can handle it, whether it comes with successes or setbacks. I’ve always had to work uphill, and I’ll keep doing it many more times in both my career and life. But honestly, I believe the road has to be a little crooked sometimes, if you truly want to grow as a person.