When you think of a model, you might think of a pretty face and smile, but Patricia Rosario is much more than that. Rosario, a trailblazer in the modeling and marketing industry, has transformed traditional modeling and marketing into a sanctuary of support, empowerment and cultural representation with her company, Unique Models and Marketing.
As a 16-year-old, Rosario thought nothing was out of the ordinary as she walked down 116th Street. Little did the young Puerto Rican girl know that this would be the beginning of her career, when she would be approached by a pageant scout looking for girls to participate in Miss International USA. This interaction single-handedly opened up the modeling world for Rosario, and she would then go on to more than she ever imagined. When asked about the highlight of her career however, Rosario had the comic-book character “Pantha” to thank.
“The highlight of my modeling career was portraying a real-life comic book character named Pantha,” Rosario said. “I loved posing for the covers and making appearances at Comic Con, signing autographs and seeing the smiles on people’s faces made me delighted and happy.”
Rosario has lived a decorated life, from modeling and salsa dancing to portraying a comic book character, dancing in music videos with Mobb Deep and LL Cool J and starting her own modeling and marketing agency. For her, it was all about enjoying those moments when she could.
“The moment that made me feel most alive was being in the moment,” Rosario said. “Experiencing every minute of living and bliss, doing what I love, that includes dance, culture, music, enjoying the beauty of life and transcending through cultures.”
Rosario’s philosophy in building her agency was much less about her being successful and more about seeing the diversity of cultures in the modeling industry, as well as giving models a chance to be part of a family where they are cared for and can grow professionally.
“I care about my talent. I care about my work’s reputation, and I will always go beyond what’s needed to accomplish and grow my clients’ visions,” Rosario said. “I’ve always been the type of person who wants to help you, I want to reach out to you, I want to console you.”
Rosario’s deeply humanitarian approach grew from personal experiences and her deep care for all living beings, exemplified in her involvement with the Cristian Rivera Foundation, her raising awareness for breast and rare cancers and even helping save endangered wildlife.
“I lost a lot of people in my life to cancer, and it’s a passion of mine to be able to find a cure,” Rosario said. “It’s so deeply and closely related to a very close friend of mine (John Gungie Rivera), who also lost his son to a brain tumor, which affects many children in this world today. It makes me emotional, because I lost my mom as well in 2019 to a rare cancer, my aunt 15 months later and my uncle in 2001; all from cancer. Another aunt 8 months after my mom and it didn’t seem to stop. So, it’s been a very trying and difficult challenge.”
With her agency, Rosario wanted Unique Models and Marketing to be more than just a modeling agency, she wanted it to be a family. Rosario’s nurturing spirit places her as a mother figure in her models’ lives and sets her apart from an industry that tends to be of a cutthroat and impersonal nature.
“Some of the girls are young, some of them are married with families, and some of them have had new babies and so forth,” Rosario explained. “So a lot of times, a lot of girls come to me and we talk as friends. Sometimes they come to me, and I talk to them like a mother figure. We just sit here and shoot the breeze, and they ask me for advice, and they say, ‘Hey, what do you think about this situation?’ And I’ll give them my opinion.”
Her role goes beyond being a mentor; it becomes a deeply personal relationship with her models, where she has to step out of the shoes of being their boss and console them as a friend.
“One time, I booked this young lady, and she called me frantic and crying,” Rosario said. “She was just going through all these issues, I said, ‘What’s wrong? What’s going on?’ She said, ‘My dog has run away. I can’t go to the event,’ and she was just frantic, and I had to calm her down and make her feel like, it’s okay, I understand, and I’m not disciplining you. I have compassion for you. I empathize with you. And a lot of times, these girls or guys want to feel that you care.”
Nonetheless, building a business always comes with challenges.
“I recruited girls who were interested in being in the industry but had never been in the industry. So I guided and mentored, and not just on the matters of work and industry, but on matters of personal affairs,” Rosario said. “So maintaining a close, community-based agency set on values and strict guidelines made it difficult to discipline them (the models) while also nurturing them and almost taking on a mother figure role with them.”
Moving forward with Unique Models and Marketing, Rosario wants to expand her reach to neighboring states and transcend across industries. Her work isn’t simply about representing models for print or advertisements, but also doing brand ambassadorship and helping her clients garner more exposure for their brands. Rosario wants to continue doing shows, nonprofit sponsorships, and partnerships with organizations that go beyond just one facet of the industry.
Rosario’s passion for her work is not unnoticed; she continuously goes beyond what her clients request for their visions and goals. However, she also understands that she isn’t perfect, and she welcomes criticism with open arms.
“I’m always learning, so I welcome positive feedback and growth. I put my clients and my talent’s needs first, and they can reach me anytime,” Rosario said. “I welcome new skills and knowledge, I grow and I learn every day.”
In a world where society views the modeling industry as superficial and ruthless, Patricia Rosario shines as a rare model of compassion, authenticity and purpose. Through her agency, Rosario has redefined what it means to lead and be a model; models aren’t just a pretty face in a photo, they are valued human beings with dreams, struggles and a voice. Rosario’s journey with cultural pride and personal resilience proves how just one woman’s vision can transform an industry into a family. One thing is clear: Rosario is building more than just a career; she’s building a legacy.
