Throwback Thursday: ZQ still gets the fire burning

While Zainab Qayoom does believe the fashion industry is competitive, she never let modelling consume her life

LAHORE: This week, we sat down for a candid conversation with Zainab Qayoom, famously known as ZQ. The former supermodel talks about going from a model novice to the bona fide TV star she is today. From appearing on magazine covers to TV screens, she has also hosted one of the top-rated talk shows in local TV history – Maachis , and has also starred in various music videos.

Part of a small group of 90s supermodels whose fame was never challenged, Qayoom was crowned Model of the Year in 2004 at Lux Style Awards and was given the Most Stylish TV Actor Award in 2006.  Now, at the age of 41, she has put her wanderlust in small screen and no one can come close to matching her charisma.





Many people describe a model’s life and career as an epitome of serendipity. Qayoom neither agrees nor disagrees with this statement. “You get selected as a model, catch the eye of big designers, get the most lucrative ad campaigns, and work with the crème de la crème of the industry,” she says. “This is all luck, but what you do with all this is sheer focus, common sense and loads of hard work. To make a name, maintain it and build it is super tough. I see lots of girls make their name only to, sadly, crash and burn. You have to keep a stable equilibrium for longevity.”

While Qayoom does believe the fashion industry is a tough place to be in, she shares that she never let modelling take over her life. “I guess I was ‘serendipitous’ that way. I never made modeling my end game at all. It was never my choice of profession. It chose me; I rolled with the blow and went with the flow. I had to balance my academics along with modelling.”



She feels that these struggles helped her from becoming too competitive, backstabbing others and doing whatever it took to get to the top. “In our time, everyone had their niche and we all worked cohesively as a team and cheered on, each other for our respective campaigns. We partied without the intent of networking and we modelled for sheer excitement. This was a supermodel’s life, effortlessly fluid and graceful. I never felt its toughness or bitter competitiveness.”

When asked when she believes is the safest time to quit modelling, she states, “At your peak and like a queen. And that’s how you will be remembered forever in Pakistan’s fashion history. Win your awards, work with the numerous designers, makeup artists, and photographers and then when you feel its time, take a bow and retire amidst the applause. Don’t let your “oomph” taper, diminish, fade and vanish away into just one of the models insignificance.”

Speaking about what was the most exciting part of modelling back in the day, Qayoom mentions, “Rehearsals and bonding of Lahore and Karachi girls together. Having fun, giggling and being scolded backstage by HSY or Frieha Altaf. And of course, the adrenaline rushes of your turn on the ramp.” Not surprising, Qayoom states she misses modelling. “I do miss the VIP treatment we got as models at international fashion shows. Acting is like the labour class while modelling was seven star and first class.”



She feels there were fewer models in the past and so each one had a chance to shine and retain their individuality.  “We weren’t a herd of anonymous beautiful faces and perfect bodies. There were strict benchmarks and quality control and filters for the kind of girls picked to be models,” shares Qayoom. “Fashion show rehearsals went on for at least four days before the show. Now it’s one rehearsal and then slap on makeup and walk on the day of the show.”



However, an advantage models at her time did not have was entering the industry through the help of famous personalities. “In my days, everyone had to prove themselves. None knew ZQ, Ather Shehzad or Khawer. As newbies, we worked very hard to carve our name and also to upgrade the pay scale over the years. Now, models get signed by the big names in the industry.”

On the same note, Qayoom has no advice for today’s models. “They know it all. They have to fall and get back up themselves. They know that they need to always be a team player.” Speaking about which models have caught her eye lately, she says, “Nooray Bhatti, Rabia Butt, Rubya Chaudhry, Amna Illyas and Areeba Habib, all have their own style on the ramp, which is commendable.”

Known to be one of the fittest supermodels of her time, Qayoom feels it is important to work out at the gym. “I realise I am happiest and my game is strongest when I am fit. Robin Wright from House Of Cards and Deepika Padukone are my role models in the fitness game.” 

Follow the Throwback Thursday section in the coming weeks, where we will be featuring stories of Pakistan’s veteran supermodels 

Published in The Express Tribune, December 15^th, 2016.

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