While runway, editorial, and campaign models steal the show – pouting in high-end magazines and on billboards – it’s the commercial work of catalogue modelling that keeps models’ pockets lined, their careers running for years, and the world’s agencies afloat. There may be many different types of models, but catalogue modelling could be fashion’s best-kept secret.
Almost every modelling agency will have catalogue opportunities; in fact, these jobs are some of the most common in the biz. Not only is the Australian e-commerce market projected to make $37.1 billion in 2024 (AU $55.66), but it’s also expected to grow. And that’s not including all the print catalogues, too, which reach 13.4 million Australians every year.
If you’d still like to try out other types of modelling first, find out how to become a model in the UK or how to start modelling in Australia.
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Falling under the umbrella of commercial modelling, catalogue modelling includes fashion as well as beauty, accessories, toys, homeware, sports equipment, health products, and other shoppable items. Essentially, if someone’s selling it, they’ll need someone to model it.
Unlike high fashion, catalogue modelling welcomes all ages and body types. Companies want to target a certain demographic, and they choose models to reflect those audiences. Still, catalogue models tend to be attractive with a great smile and a well-proportioned body.
Catalogue models once worked for mail-order print publications, but now they’re mostly in online catalogues and on e-commerce sites. They also appear in fashion lookbooks, which act as more stylised, inspirational catalogues for a clothing label. A classic catalogue may include more technical details like sizing, colour options, and materials.
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While the runway is skewed towards younger models, catalogue models can enjoy a long, well-paid career. The types of shoots you’ll get offered age with you.
It’s still very competitive. Contracts are almost always freelance, and they’re offered on a job-by-job basis. Success requires patience, hustle, and a thick skin, like any modelling path.
It’s also tough: long days on your feet for 8 to 10 hours, often in a studio, trying to cram in as many looks as possible. What’s more, the product must come first: Set aside your dreams of being the star and learn to make the product sing instead.
While there is no set salary for a catalogue model, the average national salary for a model is £43,935 per year in the UK. Your earnings will depend on your experience, where you live, and the size of the company that hires you.
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1. Do your research
Research print product catalogues and online shops. Take note of the kinds of brands and companies that use them, from fashion to homeware and beyond. Study the poses, the looks, and what kinds of models are used for different brands.
2. Assess your look
See yourself through the lens of an agency booker. How would they market you? Which demographics could you represent? Which clients do you speak to?
Consider your best features. Clear skin is ideal for beauty products; thick hair could help showcase shampoos or conditioners; slender fingers could be great for showing off rings and polishes.
What are your measurements? Larger busts are often favoured for lingerie and swimwear modelling, while muscular arms and a firm torso can be great for sports and gym equipment.
3. Build a strong portfolio
Whether you plan on applying to agencies or looking for work independently, build a modelling portfolio that includes photos, basic descriptors (such as measurements and eye and hair colour), and your contact information.
It’s good to have some simple Polaroids (so-called because they used to be taken on a Polaroid camera, but are now usually done on a phone). Pose in natural light, with minimal makeup and simple hair, wearing clothes that show off your figure. You’ll want at least one headshot and one full-length image.
It’s smart to also have some photos in the area you’d be well-suited for, whether that’s fashion, beauty, gym equipment, or something else.
4. Practise posing
Have some prepared poses, and know your best angles. Compare smiling catalogue poses with more edgy editorial shots to get a good idea of what will – and won’t – be expected of you. Catalogue modelling often promises a cheerful lifestyle with a purchase that’s beneficial to the consumer, so you’ll usually be expected to put on a happy face.
You want to showcase the product, so you’ll need to think about how your poses will achieve this. The photographer and client will advise you and give you time to practise, especially if it is something more complicated, like working a coffee machine or putting together a toy.
5. Seek out modelling agencies
Modelling is competitive, so having the support of an agency – who has industry contacts – can boost your career, especially if you’re just starting out.
An agency can also help promote you, get you paid, and write contracts. Although they will take a cut of your fee, typically a 10–20% commission, it can be worth it for the security and visibility that representation offers.
Look into different agencies to find the right one for you. See which companies, organisations, and publications their models have worked with, as well as what kinds of models are on their books and where the bookers have worked previously.
6. Start networking
Whether or not you sign with an agency, your own contacts can help advance your career.
Reach out to people you admire in the industry for advice, and attend events aimed at aspiring and early-career models. You never know which photographer, hairdresser, or marketing executive will be a decision-maker in a future shoot.
You can also set up a social media account to showcase your work and build a network.
7. Go after jobs
If you feel prepared, start applying. You’ll find open-call castings on speciality job sites, and sometimes on social media too.
Vet any job adverts thoroughly, even if your agency shared it. Ask for details on the client, photographer, location, and anyone else who might be on the shoot or at the casting. Always be safety-conscious when attending a shoot.
8. Stay consistent and patient
Like all types of modelling, catalogue modelling is competitive, which means you’ll have to deal with rejection along the way. But if you keep plugging away, hopefully you’ll secure work.
Remember to update your portfolio pictures, if need be, so that clients know what you look like now.
Finally, be patient. It will take time to build your client base. Behind the glitz and the glam, modelling is a lot of hard work.