Australian Indigenous Fashion Week today launched its model search competition in Sydney.
The competition aims to increase the amount of Indigenous models and designers in the Australian and international fashion industry.
Model and designer Tyson Jolly said there was more to the search than traditional beauty.
"It's an Aboriginal initiative, coming from Indigenous people for the broader community," he said.
"But also to showcase a side of our culture I believe that doesn’t get portrayed enough and that's the beauty of it."
Although launched in Sydney, the model search is a national campaign, with those in remote and rural communities encouraged to apply.
Model Greg Inglis said the organisers were hoping for a diverse pool.
"It's to encourage a lot of young kids out there who, if they want to pursue modelling, know there's different avenues."
The Rugby League superstar is an ambassador for the campaign, but he's still looking to perfect his technique on the catwalk.
"Yeah they are persuading me to get there but I don’t know," he said.
Supermodel Samantha Harris said modelling didn't feel like an option for many people.
"My mum wanted to be a model when she was younger and even she said it was just out of the window, no questions asked that would’ve never happened," she said.
"And who would have thought the girl to be the next Indigenous supermodel would be her daughter?
"She couldn't be any prouder."
Watch: Indigenous mag "Ascension" launches in 2014
A new magazine aimed at Indigenous and ethnic women will be launched in 2014.
"Ascension" aims to showcase Australia's diversity by increasing the profile of Indigenous and ethnic women and also increasing the numbers of us working in the fashion and media industries.
NITV's Natalie Ahmat spoke to the magazine's director and founder, Sasha Sarago, earlier today to ask why she'd decided to launch the new publication.