Newsweek Exclusive Feature
Advertising executive Alysha Hemani has been on the catwalk at both the New York and Paris fashion weeks. She breaks down how she did it.
Standing at just 5 feet and 3 inches, Alysha Hemani wants to defy the conventional expectations of the ever-exclusive modeling industry.
She chose to boldly strut her stuff at a New York Fashion Week (NYFW) casting call, despite the height requirement for hopeful models being set at 5 feet and 10 inches. Hemani's message: "You miss 100 percent of the shots you don't take" has resonated with many after she shared her experience to Instagram under @alyshakeyz on August 30. Still, the short clip, which captures her walk at the casting call, has also sparked comments in favor of the fashion industry's high standards.
Hemani hopes her entry into a world where towering heights and flawless figures dominate runways can spark a conversation on the intense selectivity of the industry, and provide inspiration to those who also want in.
"I started out doing creative shoots of myself, where I handled everything—from hair and makeup to styling and creative direction," Hemani, who has been on the catwalk at both NYFW and Paris Fashion Week (PFW), told Newsweek.
The initiative began during the pandemic as a confidence-building exercise and creative outlet for the content marketing and advertising professional. Unable to work with photographers or makeup artists due to lockdowns, Hemani took matters into her own hands. Setting up a makeshift studio in her living room, she learned all about self-photography, but soon found out that the "short model life" is not easy.
An Arkansas-based commercial modeling agency told her she might be "too short" to work, but her resolve only strengthened.
"That lit a fire in me. I went straight home, Googled, 'can I model if I am 5'3?' and immersed myself in every video, podcast, and TikTok I could find on posing and breaking into the industry as a petite model," she said.
Hemani is now signed with a modeling agency and has worked with both national and global lifestyle brands.
Behind the Industry's Closed Doors
The barrier of height is a significant hurdle in an industry where famous supermodels like Naomi Campbell, Gisele Bündchen and Karlie Kloss stand above six feet in heels.
Height has, for some time, been synonymous with elegance and grace on the runway—due to the view that taller frames show off clothing in a more flattering way. As such, breaking this mold required Hemani to challenge deeply ingrained perceptions.
Growing up South Asia, where shorter stature is more common, she had not been conscious of her height until it became a professional barrier. Driven by a desire to be seen and to succeed, she seized an opportunity to relocate to New York—a city synonymous with dreams, ambition and fashion.
While the move was originally for her advertising job and to be closer to her partner, New York's vibrant modeling scene beckoned. Within a fortnight of arriving, Hemani landed her first gig at the F.R.I.E.N.D.S. art exhibit.
"It felt surreal—like a sign that I should take this more seriously," she said.
From that point on, Hemani immersed herself fully in the industry's many roles, balancing her work in advertising with her budding career in modeling.
Height and size have traditionally acted as gatekeepers in modeling, determining who graces the cover of Vogue or struts on the runways of Milan and Paris. For aspiring models, especially those outside the industry's rigid norms, the journey can be arduous, often riddled with rejection.
Hemani faced these rejections head-on, but says that she used each "no" as fuel to forge a different path. She continued to network, learn from peers, and push her boundaries.
"Many brands focus on inclusivity and body diversity, but the representation of shorter women and South Asians is still largely overlooked," she said. "Being in this industry has taught me how challenging it is—not just as a petite model, but also as a South Asian woman."
Hemani says that casting calls often seek "ethnically ambiguous" models and stipulate that height requirements are relevant to a project's needs, in some cases leaving petite models and South Asian women as mere afterthoughts.
Such practices have perpetuated the industry's limited opportunities for models outside the usual fold. Despite these hurdles, Hemani's determination has never waned.
"Some of my best bookings happened once I stopped holding myself back," she said.
Hemani's viral video, while not securing the specific gig shown in the clip, has brought significant visibility to her cause and career.
The video's widespread attention caught the eye of one designer, who invited her to walk in their fashion show. This opportunity, along with new collaborations, brand deals and bookings, have helped to propel her career forward—and that of other creators who also use social media's ability to democratize fame and success.
"The truth is, people are ready for change," Hemani said.
Her experience reflects a growing momentum for greater diversity and representation. The industry has, in recent years, made attempts to be more inclusive by hiring plus-sized models, promoting body positivity and shifting focus away from sex appeal.
These efforts have included featuring models of diverse sizes, gender identities and ethnic backgrounds on runways and in marketing campaigns. Publications like Vogue have showcased more inclusive covers, and brands have cast a broader range of models to reflect diversity.
Despite these efforts, lingerie retailer Victoria's Secret spent the past year shifting its image, after a previous turn away from its hyper-sexualized brand identity to appeal to new cultural sensibilities led to a drop in sales. The U.S. label now wants to U-turn from some of its body-positive marketing to remedy its financial drop.
Broader criticisms of the modeling industry, include its frequent accusations of perpetuating unhealthy beauty standards and favoring "nepo babies"—industry insiders or relatives of prominent figures—over deserving new talent.
Critics argue that these standards not only endanger models, but also set unrealistic expectations for young, impressionable fans. Hemani hopes that her slice of success can double up as a call for systemic change.
"This journey has shown me the power of persistence," she said. "I've learned to apply for gigs and opportunities even if I don't meet 100 percent of the listed requirements—and it's paid off.
"The journey hasn't always been easy...but I believe that the more we push forward, the more we can reshape the industry for future generations," she added.
While many viewers online applauded Hemani for showing up to the catwalk and trying her best, some have taken aim at her confidence.
"Wasted everyone's time and didn't even get the job," one viewer said. "I wonder why."
Another added: "I'm sorry babe but there is a reason why models have to be tall."
Still, Hemani remains undeterred by the negative attention, choosing instead to translate criticism into motivation.
"This isn't going to be easy, but I'm learning to channel the negative comments and hate into motivation because there is space for both petite models and South Asians in this industry," she said.
"And I am not giving up!"
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