Rosie Huntington-Whiteley, David Gandy, Twiggy – the list of top models who have been the face of Marks & Spencer is as shiny as the brand’s window displays.
Aside from their big, glossy campaigns, the UK’s most popular high street retailer has an abundance of modelling opportunities for anyone who wants to become a model, including e-commerce, lingerie, menswear, and even kids.
Read on to find out how you could become an M&S model.
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Generally M&S uses commercial and fashion models, although different types of models depending on the product, campaign and audience.
A major part of the brand’s business is lingerie and underwear – 1 in 3 women buys knickers at M&S. That means the retailer is always looking for female and male underwear models, with specific casting requests for each campaign. The brand’s 2025 Make an Understatement campaign, for example, emphasised confidence, comfort, and understated style.
There are also M&S model opportunities for campaigns and e-commerce across women’s, men’s, and kids’ clothing.
Credit: agustin.photo/Shutterstock
Whether it’s Lono Brazil and Twiggy or bright young things such as Ajok Daing and Jill Kortleve, Marks & Spencer models aren’t limited by age. That’s fitting when the demographic of its shoppers is increasingly diverse. A 2021 study found that more than 50% of people buying M&S clothes were older than 55, and, by 2025, the brand found its popularity with younger shoppers was growing.
A combination of the brand’s public commitment to more inclusive casting and its broad sizing range (M&S womenswear ranges span UK size 6 to 24 and men’s from XS to 4XL) means that it requires a range of body types and sizes in M&S models.
Its Bra Fit campaign in 2024 hired a range of diverse models – from plus-size to disabled – using ZBD Talent, which specialises in inclusive casting.
The brand also looks for “real people” – and sometimes puts its employees in front of the camera. Through the Insider programme, M&S uses its own staff instead of professional influencers, prioritising authenticity and product knowledge over follower count and conventional modelling looks.
There isn’t a public application form specifically for becoming a Marks & Spencer model. As is often the case when modelling for brands, M&S shoots are cast according to individual briefs. They involve teams made up of agencies, casting directors, and production teams who seek out the models.
Marks & Spencer’s fall 2025 campaign, for example, credited casting and talent specialist Simone Schofer, while its trenchcoat-focused e-commerce shoot used The Production Factory agency.
Routes to becoming an M&S model in include:
Applying to an agency
Since much of M&S’s casting goes through established modelling agencies, a tried-and-tested route to becoming an M&S model is to get signed with an agency. Seek out agencies that have recently placed models with M&S, such as MMG Models and ZBD Talent, so you know they already have a relationship with the right people.
Registering with a casting platform
By registering with a casting platform, you’ll make it easier for casting directors and clients to find you, make your online presence more professional, and make it easier to apply for any Marks & Spencer modelling jobs that get posted on those platforms. It’s a win-win!
Contacting a casting director
This one is a bit of a long shot, but like they say: don’t ask, don’t get! Lots of casting directors – such as Megan McCluskie, who cast M&S’s 2026 Easy to Wear collection – have their own little black book of talent they use, in addition to going through agencies. If they say they welcome submissions, there’s no harm in sending them your modelling portfolio. Even if they don’t get back to you straight away, they may save your details and reach out if they think you’re a potential fit.
Become an M&S employee
An alternative route is the M&S Insider employee-influencer programme. Rather than hiring outside social media influencers, M&S recruits from its own staff. It takes current M&S store assistants, visual stylists, buyers, and designers and turns them into paid content creators who receive a monthly product allowance to style and promote M&S ranges on dedicated Instagram accounts. A benefit is that you’ll receive a permanent salary from your M&S day job too!
1. Clue up on all things M&S.
Start by studying Marks & Spencer’s current and previous modelling campaigns. Look at its website, social channels, advertising, and recent fashion imagery. Pay attention to the age range, styling, body diversity, expressions, posing, and overall energy of the models being booked.
2. Assess your look.
Be realistic about where your look fits within the modelling industry. M&S employs multiple types of models, so don’t assume you need to meet a single traditional standard. Think about whether you’re best suited to commercial, fashion, lingerie, menswear, curve, mature, lifestyle, or another niche.
3. Perfect your poses.
Practise posing until it feels natural rather than rehearsed. Commercial modelling often requires subtle changes in posture and expression rather than dramatic editorial poses. Practise in front of a mirror and a camera so you get a good idea of what you’ll look like.
4. Build an M&S-worthy portfolio.
You don’t need an enormous portfolio when you’re starting out. Focus on a small collection of strong, recent images that show what you actually look like. Include clean digitals, a headshot, full-length images, and a few key different looks. If you want to be an M&S model, include commercial and lifestyle images rather than filling your book with highly stylised editorial work.
5. Create a social media presence that highlights your modelling ambitions.
Treat social media as an extension of your portfolio. Keep your strongest modelling images easy to find and make sure your profile presents you professionally. You don’t need millions of followers. A professional, consistent presence that demonstrates your personality and ability to create fashion content can be useful.
6. Find a reputable modelling agency.
“Do plenty of research before you submit images to a model agency,” M&S casting director Adam Hindle told Front Row Edit. Seek out ones that have secured Marks & Spencer modelling jobs for their talent, such as MMG Models and ZBD Talent. Follow the submission guidelines carefully. If you’re lucky enough to secure representation, keep your measurements, availability, and photographs up to date, since agencies need current information so they can respond to casting briefs quickly.
7. Create a solid network.
Modelling is a relationship-driven industry. You’re unlikely to land a Marks & Spencer modelling job immediately, but any work you can do with photographers, stylists, makeup artists, agencies, and other models could be a step in the right direction. Similarly, it’s worth attending industry events and castings if the opportunity arises. Developing a reputation for being punctual, prepared, and easy to work with can help you get recommended in the future.
8. Go to an M&S model casting.
If you’re invited to an M&S model casting, read the brief carefully and arrive prepared. Bring any requested clothing, measurements, or documents, and follow the instructions about photographs or self-tapes. At the casting, concentrate on being natural, professional, and confident. Even if you don’t land the first casting you attend, there will always be more opportunities, so keep persisting!
