Model Adut Akech, who spoke out after a magazine illustrated a feature about her with an image of a different African-Australian model, says it's not the first time she's felt racial discrimination in the industry.

Key points: Who magazine illustrated an interview with Adut Akech with an image of a different model

Who magazine illustrated an interview with Adut Akech with an image of a different model Melbourne's Lord Mayor has apologised to Akech, after it emerged its public relations agency had sent the wrong photo to the magazine

Melbourne's Lord Mayor has apologised to Akech, after it emerged its public relations agency had sent the wrong photo to the magazine Akech says she has experienced racism in the industry before, including when she featured on the cover of a David Jones catalogue two years ago

When Akech featured on the cover of David Jones's summer catalogue in 2017, a woman complained on the department store's Facebook page that she could not relate to the photo.

David Jones copped a backlash on social media after it apologised to the woman who made the post, saying it would pass on her feedback.

Akech said she was shocked when she opened Who magazine last week and saw the main photo used to illustrate an interview with her was actually of another model, Flavia Lazarus.

The wrong photo was sent to the magazine by public relations agency OPR, which was engaged by Melbourne City Council for Melbourne Fashion Week.

Sorry, this audio has expired 'My entire race was disrespected': South Sudanese-Australian model Adut Akech on photo mix up

The agency apologised and blamed an "administrative error" for the mistake.

The 19-year-old, who has modelled for renowned international designers and appeared on the cover of Vogue magazine, said she could not remain silent and said the Australian fashion industry had "a lot of work to do".

"The first time it happened I was very quiet about it," she told ABC Radio Melbourne.

"But I think this one here was way too personal and it wasn't just personal [to] me but it affected a lot of people as well.

"I just feel like I have to speak because this needs to stop, it cannot keep happening."

The model said there was no excuse for the mistake.

"As much as people can say it's a human error, it's a human error that doesn't usually happen to two white models or two white actresses," she said.

"It's kind of telling me that every single black model looks the same. That's the kind of message I'm getting from that and that is racist."

The Who magazine feature on Adut Akech included a large photo of model Flavia Lazarus. ( Instagram: Adut Akech )

Mistake a 'moment for change', Lord Mayor says

Melbourne Lord Mayor Sally Capp met with Akech last night to apologise and told the ABC she felt "sick and mortified" after hearing the wrong photo had been published.

She said she was "filled with admiration" for Akech's response to the situation.

"There wasn't a bitterness to what Adut was saying, it was really that sense of calling it out so that we can create change," Cr Capp said.

"It's so important that we stand with Adut and say things need to change and it's a moment in time to do that."

Melbourne Lord Mayor Sally Capp has praised Akech's response to the error. ( Supplied: Melbourne Fashion Week )

Akech said she was pleased with council's response to the issue.

Cr Capp said there had been "faults after faults after faults" with the wrong photo being sent and the PR agency was "filled with angst".

"People might say it's a mistake and they might say it's careless ... it's unacceptable," she said.

"And if we call it out it's more often then that people will think about this before they act and before they say something and that's what we want."

Model says she faces discrimination 'every day'

Akech said she experienced racism growing up in Australia.

"I was bullied for my skin colour and the way I looked, and I don't fit in, and I come from a different country, and I didn't belong here. I've heard it all," she said.

"But growing up I just told myself that I was not going to take any of that personal[ly] and I didn't really let it bother me.

"But I did face it and I still face it every single day, even in my job."

Melbourne lawyer and community advocate Nyadol Nyuon said the incident sent a message to people from the African community that they are "invisible".

"It is not uncommon to see other successful black people mistaken for other black people," she told ABC Radio Melbourne.

"This is in the modelling industry, which is all about image, and they're putting the wrong image of one black girl and exchanging it for another image of another black girl.

"It is disrespectful in an industry that nominated her as model of the year last year that somehow her face is not that recognisable."

Nyadol Nyuon says the mistake sends a message to African-Australians that they are "invisible". ( ABC News: Greg Nelson )

Human rights activist Khadija Gbla said the issue was broader than one mistaken photo.

"I think people think we're just being sensitive when we're raising the issue of racism in Australia ... and that these little things are not worthy of attention and we should just get over it," she told ABC Radio Adelaide.

"For most women of colour in Australia, whether it's being called the wrong name, or assuming all black people know each other ... to us it's all a build up in our day-to-day life."

"It leaves you feeling like you're dehumanised, you're not your own person, separate from your whole race, separate from the next black girl … those differences are what make us who we are.

"When somebody takes that away it feels like a personal attack."