Model search by Elle

Both brands have traditionally used celebrities, international figures or popular faces to represent their brands. "This is designed to create opportunities for new talent in South Africa and give new talent a platform where it can be recognised locally and internationally," says Jackie Burger, editor of the magazine.

"One of the biggest challenges in South Africa's fashion industry is that the country is still very reliant on working with international models and, because there are very few models to work with, you end up with overexposure. If we can stimulate growth for our multicultural beauty, diversity and talent, we would not need to use models from other countries."

The magazine is looking for confident individuals with a healthy sense of self, healthy in all aspects of their being, someone who will give substance to what it means to be a South African model. The competition is open to women between the ages of 16-22, South African citizens and permanent residents. Models signed to a modelling agency cannot enter the competition. To download an entry form, go to www.elle.co.za.

Prizes

The winner will get prizes to the value of up to R45 000 from various sponsors, including appearing in the Woolworths campaigns for winter and summer range of 2011, a wardrobe and make-up make over and a two-year contract with Boss Models, who will network her to top international agencies. She will also receive a year's subscription to Elle and be featured on the cover of the April 2011 issue of the magazine.

Each of the eight finalists will get a portfolio shoot including photography, hair, make-up and styling as well as wardrobe and make-up to the value of R3000. All finalists will appear on the cover of the January 2011 issue.