One of Bermuda’s most successful international fashion models says social media is slamming the careers of industry veterans such as himself.

“Social media has driven down the value of true artists, with everyone being an Instagram model and social influencer,” said Amir X, based in Johannesburg, South Africa. “Today, it is hard to distinguish a seasoned model or artist from the rest, with all the filters attached to make people look different than what they truly are. Social media has its benefits but it has its pitfalls.”

He also feels that racism plays a role in things.

“Black models are not as valued as Caucasian ones,” he said.

Working in South Africa for almost 30 years, the model has seen his worth increase as demand for Black models has grown. However, at 53, he has been classified as “overexposed”, meaning that while rates for his services have gone up, he is less utilised.

“I am still getting some good jobs, though,” he said.

He is on billboards in Johannesburg advertising Nedbank.

“I’m in their commercial,” he said. “I’m in the online banking advertisements and I am on their billboards.”

He has worked for South African fashion houses such as David Tlale, Gavin Rajah and Marrianne Fassler. He has also worked in New York, Paris and Tokyo.

Amir X prides himself on being able to dramatically change his look in a heartbeat. “Sometimes clients don’t believe it is the same person from photograph to photograph,” he said. One day he might be bald, the next day he has locks.

To add an extra string to his bow, he has bought a second property in Johannesburg and turned it into tourist accommodation.

“I have formed a tour company called Thepenthousejhb.com,” he said. “I am still working on the website.”

Johannesburg, a city of 5.6 million, often gets a bad rap as a place with high violent crime rates, but Amir X wants more Bermudians to experience its magic.

“We have to re-educate ourselves,” he said. “That will kill what is spewed over social and mainstream media. I love South Africa with all my soul, so much that I want Bermudians to come here.”

He said what is often forgotten is the amount of money in South Africa.

“I live right next to luxury car companies Bentley and Rolls-Royce,” he said. “The minerals are here. Africa is the wealthiest continent on the planet.”

The next time he returns to Bermuda, he wants to do a workshop showing people all that Johannesburg has to offer as a holiday destination. Top attractions include Mandela House, the home of the first South African president, the late Nelson Mandela, the Apartheid Museum and Constitution Hill.

“It is actually a great place to cross-pollinate the intellect and spirit,” he said. “I have witnessed an amazing creativity and energy here.”

He has had three groups from Bermuda visit so far. They cried when it was time to return to Bermuda.

“There is so much to do here,” Amir X said. “Sometimes people also want to see Cape Town. We can fly there for a day or two and see attractions such as Table Mountain National Park.”

He said the advantage to signing up with his tour company is that he knows Johannesburg and Cape Town inside and out, as both a visitor and resident.

“I know how to respond to the Zulus, and talk to the police,” he said. “I get it. That can ease some of the anxiety for people who want to come here, but are not sure if they are going to be safe.”