Next time you visit Mumbai you will be welcomed by a Kashmiri face! Amir Yaseen, a young model from Hyderpora, is the new face of C&S denims, who adores large hoardings on rooftops across India’s financial capital. Faisal Shabir Bhat reports his journey so far

Aamir Yaseen
Aamir Yaseen

It was at the peak of 2010 turmoil that one of his friends suggested him to try his luck at modeling. The time was right for Amir Yaseen as Kashmir was virtually shut. He was then selected for MBA in Kashmir University when one of his friends told him that Gladrags Manhunt, a modeling contest, was seeking entries for audition in Mumbai.

He sent a couple of his pictures along with the entry form not knowing that this will actually change his priorities in life. Soon, Amir got a call from the event organizers that he was shortlisted for the auditions. In 2011 Amir passed three more auditions and was among the final 16 contestants selected for the competition. He eventually finished among the final ten contestants before being eliminated. His participation in such a mega competition gave him enough confidence and exposure that he could do well in the glamour world and choose it as a career for himself. He returned home to convince his parents about his modeling plans.  Initially Amir’s parents were reluctant about his choice of career. “My family was a bit apprehensive about my modeling plans at first but after some time I was able to convince them,’’ says Amir. With family support on his side Amir shifted to Delhi to get an insight into the fashion world.’’ I stayed for 5-6 months in Delhi attending various fashion shows and making some contacts. In May 2012, he shifted back to Mumbai with a better portfolio in hand and improved marketing skills. Slowly as the time progressed he gave more auditions and eventually started walking the ramp. During this struggling phase Aamir received both emotional and financial support from his family. “My father used to talk to me on the phone every day and encourage me. He would always advise me to be patient and calm as patience always bears fruit,’’ he says. Amir has recently completed his first year in the fashion industry and has managed to do very well in a short span of time. Amir has walked the ramp for fashion designers like Arjun Khanna and Vikram Fernandes. During the 2013 Lakme India Fashion Week he walked the ramp with Bollywood stars like Arjun Rampal and Ayushman Khuranna.

He has modeled for top brands like Levis, Provogue, Caterpillar, Blackberries, C&S denims etc. Amir travels across India for various assignments and fashion shows but is based in Mumbai. In January 2013, he was among a select group of models who walked the ramp at a fashion show in Bangkok which was organized by the Indian Embassy.

Amir claims that he was the original face in Cinthol- Deo commercial which is now on air featuring Indian cricketer Virat Kohli. Like most of the models Amir’s dream is to work in Bollywood but his immediate aim is to act in television serials. “I think television has evolved as an entry point for Bollywood. It helps you to connect with your audience in a better way,’’ says Amir.

He has already received some offers for Hindi serials. Amir was offered a good role in a popular Hindu mythological serial Mahabharata but he declined as he was not interested in doing a mythological character. Amir is hopeful that very soon he will make an appearance in a television serial as a protagonist. “I have given a number of auditions with leading production houses and God willing I will  act in a television serial as a main lead very soon,’’ says Amir. He has also received offers for some South Indian movies. Presently Amir is happy with his work and has no financial issues.’’  I am able to meet my finances well and am not dependent on my family,’’ he says. For young boys who went to enter into the world of fashion Amir suggests that their first priority should be to complete their education. He also believes that one should take his family into confidence before thinking of a career in the glamour world.

“It is very difficult to survive in the fashion industry initially. One should get enough emotional and financial support from his family because the initial struggling phase may take one year or more depending upon one’s own luck,’’ says Amir. According to him, Mumbai is a very tough place to survive as a model as people from all over India as well as abroad come here to try their luck. ‘’ One should be patient and mentally strong to survive and make his mark in the glamour world,’’ says Amir.


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