It seems there's never been a better time to become an underwear model in Australia.
“The modelling industry is growing fast,” according to top agency Hunter Talent. “More and more brands need Australian male models to represent their products.” That includes male underwear models, of course, and you could thrive in this space with the right look and a talent for posing.
Knowing how to become an underwear model in Australia is also about understanding the market and learning what agencies, brands, and customers find appealing. Read on to do just that.
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1. Know your look.
“To stand out in this industry, a successful male model must…possess a unique and marketable look that can appeal to a wide range of audiences,” says former model and current coach Kate Huessler.
A toned physique has historically been a prerequisite, but the industry is diversifying. “I think inclusivity is here to stay,” Sydney-based model agent Joseph Tenni said in an interview with JC Candanedo, while Hunter Talent says “you don’t need to look like everyone else – in fact, being different is often better!”
Know what sets you apart rather than attempting to fit what the industry already has. Ask people what makes you stand out, and keep that in mind while exploring agencies and brands.
Whatever your appearance, work hard to stay looking good. “This means incorporating a variety of nutrient-dense foods such as lean proteins, whole grains, fruits, and vegetables,” Huessler says. “Avoid processed and sugary foods, as well as excessive alcohol consumption.… Use sunscreen to protect [your] skin from harmful UV rays and prevent premature aging, and keep hair clean, well-groomed, and styled appropriately.”
2. Explore the underwear landscape.
If you’re keen on becoming a men’s underwear model in Australia, it makes sense to check out Australia’s top men’s underwear brands. Here are a few Aussie undie top dogs:
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Bonds: Founded in Sydney and headquartered in Melbourne, Bonds has been operating for a century.
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Teamm8: Also founded in Sydney, Teamm8 has been creating exclusive lines of underwear, swimwear, and activewear since 2008.
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Budgy Smuggler: Notably cheeky, Budgy Smuggler “started as a bit of a laugh in a backyard in Australia when some mates decided to write ‘Budgy Smuggler’ on the back of Speedo-style swimwear.” But the joke proved a covetable hit.
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Knobby: A monthly subscription service based on the Sunshine Coast with truly vibrant designs.
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Frank and Beans: Surry Hills–based Frank and Beans is all about super-comfortable cotton undies.
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Dugg: Based in Brisbane, online retailer Dugg has been “getting guys into new undies since 2003.”
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aussieBum: Eye-catching ads helped turn aussieBum into “the ultimate iconic Australian brand for gay men, bisexual men, and transgender men around the world.”
It’s worth diving in deeper. Peruse Knobby’s previous special editions and pick a few favs. Appreciate the Frank and Beans direct-to-consumer approach. Know about Bonds’ pledge to sustainability and the type of models aussieBum uses. They’re small details, but they show how brands think and let you flex your familiarity with them on shoots or while networking.
3. Reconsider your location.
Notice all the Sydney-based underwear brands? It’s not a coincidence – the city is Australia’s fashion hub.
“Sydney is Australia’s modelling capital, and male models in Sydney have many opportunities,” according to Hunter Talent. “Some top agencies in Sydney include Wink Models, Brooklyn Management, and Vivien’s Models.… If you live in Sydney or can travel there, it’s worth visiting these agencies in person.”
Huessler also throws Melbourne into the mix. “Sydney and Melbourne are the home of both fashion and commercial model agencies, and are the two perfect cities to find your footing in the industry and further develop your career,” she says.
Opportunities exist elsewhere, but Melbourne and especially Sydney host the fashion weeks, photographers, international shoots, and agencies to set your career in motion.
Consider relocating if you’re serious about male underwear modelling in Australia and you’re not already based in either city.
4. Get smart with social media.
“The era of the supermodel is long over and the social media star reigns everything,” Australian underwear model Daniel Garofali told The Rakish Gent.
That’s good news for aspiring male underwear models who can set up a free profile, start posting content, and potentially connect with brands or agents directly. Picture-led Instagram is particularly model-friendly.
That’s just what happened to Jack Vanderhart. “My agent, David Conway, messaged me on Facebook when he saw my profile picture,” Vanderhart told Bonds. “Not long after, I started getting booked on jobs in New York, which was pretty epic.”
Just remember that photos are only part of what counts. Your social media account should:
Vibe with brands. If there’s one you’d love to work with, follow their socials, engage with their posts, and use at least a little of your content to mirror their style and flash their products. Aussie brand Step One actually encourages fans to send them an Instagram DM. If a brand checks your feed, they’ll want to see all of the above.
Reflect your personality. Don’t be too businessy. Anyone visiting your socials should get to know the real you and understand your values. “I think it’s really important to be able to communicate to people the messages that are important to you,” model-turned-actor Matty Wilson told 9Honey about the importance of his Instagram account.
Foster a community. “Many clients are interested in the social following of a model,” Tenni said. “Agencies are also signing people who are not necessarily traditional models, but they still obviously have marketable appeal.” The larger your following, the more exposure and built-in markets are available to you.
5. Focus on finding work.
Some Australian underwear brands – aussieBum and Frank and Beans among them – encourage prospective models to get in touch with them directly. Some models, including Vanderhart, were lucky enough to be scouted, but most apply to modelling agencies and request representation.
Tenni recommends “sending simple pictures in to an agency with measurements.” If you’ve got a modelling portfolio, send that too. If you haven’t, consider making one before you apply.
Time for some homework. Scrutinise websites for proven track records with top brands, and then check out their online reviews before finding out exactly what they want from new prospects and sending it over.
Online job and casting call boards can also be a gold mine. They were for Matty Wilson. “There was a competition for an underwear ad, and I asked my mum to take some photos of me,” he told 9Honey. “We went into the aussieBum headquarters and seven days after that we opened up the Sunday newspaper, where there was a full spread of me.”
As with all forms of modelling, salaries can vary significantly. Frank and Beans offers AU $10 to AU $159 per image, while Travis Fimmel’s 2002 Calvin Klein campaign netted six figures.
Hunter Talent reports that new male models can expect around AU $350 to AU $600 for their first assignments, but urges newcomers to “be patient as the jobs certainly won’t come rolling in at the outset.” Bigger clients, national or international campaigns, and a solid reputation typically lead to higher rates.