If you’re thinking about becoming a model but you’re more about cute tops than haute couture, Aussie brand Cotton On could be one to set your sights on. The lifestyle and fashion brand is known for its laid-back, easygoing style, and its models play a big role in creating the feel of the brand.
Read on to find out how to become a Cotton On model, from building your portfolio to finding the right agency.
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Cotton On uses commercial models, fashion models, and e-commerce models.
The brand’s 2021 male model search described its ideal candidate as “laid-back” and “low-key,” with an ability to take a good selfie or learn to do so. The casting call was open to emerging male models, showing a commitment to nurturing new talent.
Talent previously hired by Cotton On includes Samuel Watson and Alba Martin (represented by Chic Management in Sydney and Next in London), who appeared in the brand’s summer 2025 campaign.
It also looks for social-first talent and model-influencers. UK-based fashion creator Anais Hale has collaborated with the brand, as has Australian model and creator Samantha Stanley.
Credit: PeopleImages/Shutterstock
There are four main paths to approach your Cotton On model application.
1. Apply to the Cotton On PR team.
Cotton On has an internal database for models, influencers, and brand ambassadors. You can pitch yourself directly to pr@cottonon.com.au. Email your portfolio along with your digital model cards, clear headshots, and measurements.
Cotton On focuses on a fresh, youthful, effortless Aussie lifestyle aesthetic, so keep it natural. Don’t send heavily filtered or makeup-heavy photos.
2. Enter a Cotton On competition.
Keep a close eye on Cotton On’s official Instagram and TikTok channels. The brand has been known to launch its own open casting calls (such as the Cotton On x IMG Models Search), where anyone can submit their public social media handle and basic measurements to win a professional Cotton On modelling contract. According to the application, models have to be at least 16 years old.
3. Sign with an official modelling agency
Cotton On books the majority of its models through established modelling agencies, which is why the brand partnered with IMG for its nationwide talent search. Look up top talent and commercial modelling agencies in your region using reputable industry directories such as Models.com and make your application. Once you get signed, you can be clear about your ambitions to work with brands like Cotton On.
4. Become a Cotton On ambassador
If you have a strong social media presence, you can bypass the traditional modelling route by becoming a Cotton On ambassador. Cotton On, Cotton On Body, and Cotton On Kids use micro-influencers and everyday creators for their social media campaigns, e-commerce assets, and lookbooks.
Check the official Cotton On collaboration portal to view current requirements and sign up for their creator network.
1. Become a Cotton On expert
Explore Cotton On’s website, blog, and social channels to understand its laid-back Australian products, marketing strategy, and aesthetic. Having that knowledge will help you start your career on the right foot.
2. Check out former faces of Cotton On
Check out the models and influencers who have appeared in Cotton On shoots to gauge the vibe and attitude. Work out how to authentically bring some of that attitude to your own personal brand as a model.
3. Develop a laid-back modelling style
Cotton On modelling is all about appearing youthful and effortless, rather than poised and made-up. Practise poses and expressions that are confident, relaxed, and not overly polished. That will help you come across as a natural fit when you go to Cotton On castings.
4. Create a Cotton On–inspired social profile
Create an online profile that showcases your personality and sense of fashion. Use images that complement the Cotton On modelling style, and make sure to tag the brand’s socials. Making your online presence feel aligned with Cotton On’s aesthetic can give you an advantage and help you stand out to any casting directors and scouts searching for talent.
5. Build your portfolio
Pick out your best photos – ideally ones that align with Cotton On’s aesthetic – and add them to your book. If you don’t yet have professional pictures that fit this description, you could arrange a TFP shoot with photographers and stylists, using the Cotton On aesthetic as a brief.
6. Apply to established modelling agencies
Research agencies that have worked with Cotton On in the past or that represent commercial and lifestyle models who have worked with brands like Cotton On and its competitors. Follow their submission guidelines carefully before you apply.
7. Network, network, network
Connect with industry creatives who shoot retail campaigns and love the Cotton On look and feel. You never know who you may meet and who may help you get on the company’s radar.
8. Check for casting calls
Keep an eye out for Cotton On modelling jobs on casting sites, in agency newsletters, and on social media. If you’re with an agency, explain your ambitions and work with them to get you castings for jobs that feel aligned with Cotton On.
9. Don’t stress
Cotton On is all about being laid-back and easygoing, so don’t sweat the big stuff. Every journey to becoming a Cotton On model is different, so make sure you enjoy the ride. Keep improving your portfolio, building connections, and showing up for opportunities whenever they appear – you never know where they might lead you.