Reality TV model search labelled a fashion sham

Ajoh Chol (L) and Rebecca Rose Harvey are no strangers to the catwalk, having appeared at NZ Fashion Week in the past. Photos / Getty Images, Herald on Sunday

Fashion industry insiders have branded New Zealand's Next Top Model a sham after it emerged at least two finalists were catwalk professionals.

Application forms said contestants were not eligible for the TV3 reality show if they had modelled in "a national campaign within the last five years".

They also said any girl who made it on to the show had to cancel existing agency contracts.

TV3's website went further - describing the show as a chance for the winner to "launch herself into the world of professional modelling".

But two of the final 13 - Ajoh Chol and Rebecca Rose Harvey were represented by agencies when they auditioned.

Natalie Culpan manages Sudanese model Chol through Visage Models & Talent.

She said her client had been involved in campaigns for Yvonne Bennetti as well as walking the runway at New Zealand Fashion Week.

Culpan said she would be furious if Chol had to dump her existing contract to take up the first prize - a deal with 62 Models & Talent, a rival company run by the show's host, Sara Tetro.

Because the finalists are in lockdown at a multi-million dollar mansion on Auckland's North Shore, she was unable to speak to her client.

"She's a great model, but she's not a new model. I thought the show was about finding new models," said Culpan.

"I'd be totally and utterly hacked off if she had to end her contract with us and ended up at 62 Models. I have absolutely no contact with her now though, so I don't know what's going on."

Flame-haired Harvey - snapped by the Herald on Sunday last week dressed like a lion - also has a fair amount of work under her size six belt, including campaigns for Karen Walker, Helen Cherry and Sera Lilly.

Although most industry insiders were reluctant to be named, several shared concerns about the wording of the rules and said the previous experience of some finalists gave them an unfair advantage.

One said the show should be about "plucking girls out of obscurity" and another said it might as well be called New Zealand's Best Model.

"It's like Bic Runga auditioning for New Zealand Idol."

Top Model producer Anna Lynch refused to confirm the names of the girls in the house but said she was confident no one was in breach of the rules. "There are a combination of girls in the house and the ones that have experience declared that to judges during auditions.

"The girls that have got more experience are expected to perform better and will be judged accordingly."

The Next Top Model format was created by US supermodel Tyra Banks and has been sold around the world. The New Zealand version saw 33 contestants aged 16 to 25 chosen after nationwide auditions.

That was whittled down to 13 to live at the model mansion owned by Orcon founder Seeby Woodhouse under close scrutiny from production staff. Contestants are gradually eliminated after taking part in various challenges.

The series will start on March 13.

TV3 is promising tears, tantrums, bonding and backstabbing, and sources suggest the latter stages will see the final few contestants flown to Japan.