Uma Jammeh on modelling, marriage and and making her mark — ‘What makes you different is your biggest strength’

It was at Donatella Versace’s New Year’s Eve party, hosted in Claridge’s and frequented by the likes of Elton John, Orlando Bloom, Idris Elba and Cynthia Erivo, when Uma Jammeh thought to herself: “What the hell am I doing here?”.

The illustrious Mayfair scene was a far cry from her reality TV beginnings, where Uma first entered the public’s consciousness. There, in the hotel’s VIP suite at the invitation of Edward Enninful, the 25-year-old made it abundantly clear that she had outgrown the reality star stereotype.

With a degree in biomedical sciences under her belt and an unwavering work ethic inspired by her mother, the It-Brit refused to be pigeonholed – taking great care to build the life she wanted after leaving the Spanish island with now fiancé Wil Anderson. She arrives on set, in an upscale corner of east London’s De Beauvoir Town, surrounded by her squad. Makeup-free and sporting a pair of capri pants and Jacquemus thong ballet flats, Uma leaves the entire team in unanimous agreement on one thing – perhaps best summed up by a colleague upon returning to the office: “She is a dream girl”.

It doesn’t take a genius to see why. A born-and-bred Londoner, raised by a tight-knit family of women, the Brunel graduate possesses a quintessentially British buoyancy – the unpretentious kind best enjoyed over a pint, swapping stories about disastrous first dates and confidently putting the world to rights.

She logs onto the call; camera off because she’s hurriedly fixing her hair for the day. Slightly disappointed not to witness her “insane” beauty in person (quote plucked from another colleague), we muddle through some lighthearted conversation about the current heatwave and its effect on her perpetually unimpressed Italian greyhound, Giovanni, before tackling the weightier stuff. 

“Internally, I still feel like the same person that I was two years ago, so I can’t even believe that all of this is happening to me,” Uma says with evident sincerity. “I can’t believe that I’m able to work with such amazing brands and go on free trips. It’s actually insane. I feel so grateful for it and I hope that that comes across on my social media.” 

A quick glimpse at the star’s social channels will prove that it certainly does. While her Instagram is a stunning mosaic of designer outfit shots, luxury brand trips and serene makeup tutorials, her YouTube is a more casual gateway into her day-to-day life. “It’s important to still show relatability because I am just a normal person,” she says. “Obviously everyone has a different vibe. Some people want to come across as untouchable, but I do still try to be relatable. Having said that, showing more of your personality can be daunting because sometimes. When I’m making a talking video, there’s this feeling of, oh my gosh, what if people just hate me?”

It’s the modern creative’s Catch-22. Visibility is no longer optional, yet the more of yourself you share, the more open you become to scrutiny. It’s difficult to see how anyone could dislike such an easy-going, affable character. “I am very selective with what I share,” she notes candidly. “That’s definitely how I protect my peace because obviously you shouldn’t care about people’s opinions online, but it’s not very nice to constantly be torn down or picked apart.” 

No matter, Uma stresses the importance of showcasing personality, citing trailblazing American model Alex Consani as inspiration: “She’s hilarious. I feel like that’s why she’s so appreciated and why her career has excelled. It’s because she has personality. I do feel like the industry is always evolving and there’s deeper appreciation for personality now. The audience wants to see more than just what you look like.”

This outlook stands the star in solid stead for her next venture. She was recently snapped up and signed by leading agency IMG Models, whose roster includes Anok Yai, Ashley Graham, Claudia Schiffer, Elsa Hosk, Gigi Hadid, Iris Law and Hailey Bieber to name a modest few. An industry rarely spared from criticism, modelling requires a shatterproof back bone, but Uma isn’t fazed in the slightest.

“It’s always been something that I wanted to do,” she coolly reflects. “When we were younger, my sister and I would watch all of the shows on YouTube instead of watching actual TV shows. We were obsessed with the Victoria’s Secret fashion shows. So, it’s a dream come true, and I feel I’m entering that world with a positive attitude because I’m not putting a lot of pressure on myself to look a certain way.”

From an outsider’s perspective, the transition from content creation to high fashion modelling appears seamless. But in many instances, a background in influencing – or reality television – can hinder one’s chances of being considered editorial. Think about it – even contestants from America’s Next Top Model often struggled to secure contracts once the cameras stopped rolling.

Uma remains quietly self-assured, open to embracing this new challenge. “In real life, how you look is one of the least important things,” she continues. “It’s about who you are and what you stand for and what makes you you, so I feel like getting that across is going to be really interesting…”

It’s at this point where some of you may be thinking: that’s easy enough for you to say when you look like you belong behind perspex glass in the Louvre. But our latest muse is adamant that beauty alone won’t get you very far. She speaks just as warmly about the relationships she’s built, citing the close friendships she’s formed with the Saint Laurent beauty team she works with regularly. “You’re not going to get anything from being a difficult person to work with – it’s just not enjoyable for anyone involved,” she says. “No one wants to be in a room with someone who’s a killjoy.”

Who do we have to credit for this refreshing attitude? Mum, of course (“She is such a queen!”). Our cover girl lowers the guard a little, explaining that her father left the family when she was young. “As a family we have been through so much together. Because of that, love was the most important thing in our family, because if that’s not there, then everything else can just fall apart, especially if other things kind of are falling apart around you. [Kindness] has always been instilled in me. My mum is literally the most amazing woman I have ever, ever met in my life. She taught me that you are not going to be a beautiful person if you’re mean-spirited.” She also happens to be the first person Uma calls after attending an exclusive celebrity-studded bash. “I tell her, ‘Mum you’re never going to guess who was there…”

Despite her predominantly female upbringing, Uma remained close with her father – visiting his native Nigeria when she was 8 years old. She discusses her connection to her African heritage, noting her Nigerian middle name (which she refrains from divulging) and deep appreciation for the local textiles – informing me that they are vastly different to the fabrics we use in the Western world.

The conversation segues neatly into fashion, with an emphasis on Nigerian talents such as Priya Ahluwalia and Tolu Coker, whose autumn/winter 2026 show Uma attended earlier this year. The sartorial touchstones tumble out when quizzed on her favourites: Schiaparelli, Maison Margiela, Miu Miu (“It’s really ‘cute girl”), and Jean Paul Gaultier’s Duran Lantink. Yet, independent labels remain her go-to. “I love their stuff,” she enthuses while championing Ance Gria and Chalay. “Whenever they have something new come out, I order it straight away.”

She’s also keen to revisit her biomedical background through a fashion lens, noting the industry’s adoption of seaweed to help create sustainable, biodegradable, and non-toxic textiles. Brands including Pangaia and Stella McCartney are ahead of the curve here – the latter incorporating kelp-based yarn, Kelsun, produced by Keel Labs, into the brand’s spring/summer 2024 runway show.

“There’s so much crossover between fashion and science,” Uma marvels when I tell her about a fabric called Woocoa, a blend of coconut fibres and waste from the medical marijuana industry, that creates a biodegradable alternative to traditional wool. “I’ve always been a science geek, although nothing that I give off shows that,” she chuckles softly. “It’s been something that I found really interesting since I was a little girl. My mum used to get me those bath bomb makers – that’s what I would want for Christmas.”

In addition to exercising an impressive brand vocabulary and affinity for academia, she can also dance. And paint. Oh, and she’s a gym bunny. All three help her to stay sane when life feels a little noisy. As does her partner, a Geordie quantity surveyor-turned-boxer, whom she met on television. “I’ve basically forced Wil into understanding that I have anxiety, so he is now very mindful of that,” the creative relates, cryptically noting that certain spaces spur on her anxious thoughts. 

I can hear her beam through the screen when congratulating her on their recent engagement. “We got engaged on our one year anniversary which was so amazing. I was thinking, I hadn’t ever had a boyfriend and now I’m engaged! Now that I’ve had time to sit back on it, I am so excited, but also I feel so young still. Maybe being a fiancé is the fun part…” she trails off wittily. But there’s no urgency to rush down the aisle just yet. “I really want my wedding to be quite personal to me, and I just don’t have the time at the moment to plan it. I want to wait until I’ve achieved more, when I’m exactly where I want to be. I also want to also wait until I can properly afford to have a great wedding, because they’re so expensive. Obviously you have to have an open bar…”

I ask about the man of the hour. “He’s my best friend, you know? Because of my circumstances growing up, I’ve always had to be quite an independent person. That’s not anyone else’s fault, but now it’s nice because I can offload some of my emotions on someone else. I don’t know if that sounds bad, but it’s good that I can feel comfortable relying on someone else to help you get through. We’ve obviously been through quite a lot together already emotionally.”

The best part of being in a flourishing relationship? “He helps me a lot with content, which is really great. Now he’s in America watching his brother play for England in the World Cup,” (Wil’s brother is Nottingham Forest midfielder Elliot Anderson) “so I’m thinking, who is going to take my photos?” (Apparently burst photos are the key, boys.) “He’s actually become really good at it over time,” she laughs. When there’s a Wil, there’s a way. 

Before wrapping up, I ask Uma if there’s anything she’d like to add. She seizes the moment, reaching for her notes app to dispense a final pearl of carefully considered wisdom. “I always get messages from people, saying ‘I’m just starting out in this industry and would appreciate some tips or advice.’ My advice for anyone trying to break into the creative space would be to focus on building your own voice rather than trying to replicate someone else’s success. There are so many people online nowadays and people appreciate individuality. What makes you different is your biggest strength. So, stay creative, be curious, stay consistent, build relationships and invest in your craft. Professionalism, resilience, and authenticity are what keeps the doors open as well as being kind.”

The perfect end note, topped off by one final snippet of charming self-awareness. “Looking at the positive side of life, taking risks and stepping out of my comfort zone has got me to where I am today,” Uma concludes in her spirited, mirthy North London tone.

Steadfast in her kindness and character, Uma Jammeh is the figure that fashion so desperately needed. A dream girl, indeed.