Most prestigious modelling agencies deal with commercial opportunities, but many focus on the fashion sector, with runway and editorial gigs their priority. This means they tend to be very selective when it comes to height, looks and age.
Specialist commercial agencies have a wider range of talent and types of jobs on their books. They have clients in fashion but also sectors like beauty, sport, and lifestyle. One day you could be posing for a clothes catalogue and the next a social media advert. You might get a gig for a hotel chain one day and the next a TV commercial for a household brand.
Hoping to launch a career in commercial modelling? Here’s a look at the best agencies from around the UK, and their specialisms, to help you find the right fit.
Founded in 1983 by David Charman, BMA became the first UK agency to book and market models of all nationalities, ethnicities, and ages directly to clients. From its bases in London and Hertfordshire, it represents commercial and fashion models and prides itself on an ethos of “the right model for the right client”. This means they make sure that the model is the best fit for the client before booking, both in looks and in attitude. For instance, they would never ask a vegan to do a Big Mac shoot.
For award-winning casting director Camilla Arthur, BMA is the first agency she calls. “I always find BMA very helpful,” she says, praising its ability to work with different budgets.
It represents individuals as well as families, and among its specialisms are mature, nonbinary, and parts (for example, hands, legs, and feet) models.
Its models have appeared on the covers of magazines, in advertising campaigns and TV commercials, and in fashion shows around the world.
One of its most recognisable faces is Nan Mthembu, a model with albinism who’s shot adverts for Lucy & Yak, Charlotte Tilbury, and the Mandrake Hotel.
Zebedee is an inclusive commercial agency with offices in London and Manchester. It champions disabled, visibly different, nonbinary, and transgender models.
Established by cofounders Laura Winson and Zoe Proctor in 2017 to counter the notion that disability is often left out of the diversity debate within the industry, Zebedee is all about promoting community, confidence, and education. The agency offers webinars and resources to help clients understand every aspect of disability differences and gender.
Clients include Gucci, Burberry, Mercedes, Vogue, Estee Lauder, Disney, the BBC, and HBO.
The best-known face on its books is Ellie Goldstein, a model with Down syndrome whose successes include working on commercial shoots with Gucci Beauty, Samsung, Amazon, and Adidas.
The agency’s books are open for new applications during February, April, June, September, and December.
Ugly is probably the most rock-and-roll commercial agency in the UK, proudly showcasing “individual, wacky and unique looks”. The agency is based in London and represents models ages 18 to 100 in all shapes and sizes.
Set up in 1969, it’s the only modelling agency to still send big coffee table-size catalogues to clients (and clients only, sadly!).
It’s definitely a commercial agency with a difference, representing the weird and wonderful. It welcomes tattoos, piercings, burlesque dancers, bikers, drag queens, contortionists, and anyone whose appearance might not fit into what you’d expect from a modelling agency (but whose professionalism is on par).
One of its top models is Winston Garvey, who has worked with Innocent Smoothies and Belstaf and appeared on the cover of Time Out.
Ugly holds auditions every 18 months. If your appearance is alternative, why not apply to Ugly?
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London-based W Models is all about fitness and well-being. It represents talent committed to exercise, from sporting champions (including footballer Aaron Pressley and Olympic rugby player Celia Quarisah) and fitness professionals to dancers and stunt performers.
It was founded in 2007 by Michelle Washington, a former Pilates teacher and model, and her husband Gareth Jenkins. They felt that there wasn’t enough focus on models’ well-being in the industry and created an agency with that at its core.
It has a team of more than 20 talent agents and managers nurturing those on its books, giving models the confidence and mentorship to succeed whilst staying true to themselves.
Clients include Spotify, L’Oreal, Adidas, Benefit, Virgin Atlantic, Deliveroo, Sainsbury’s, and Nike.
Leeds-based commercial modelling agency Face represents a mix of models, actors, and influencers. Its clients range from under-16s to over-50s and include couples and parts models too.
Founder Victoria Cockroft is a former model herself, having worked in the UK and abroad before establishing Face in 2013.
The modelling work includes photographic campaigns and TV commercials. Clients are a mixture of national brands like Greggs, Sky, Jet2, and Mamas & Papas, as well as regional hotels and spas. One of their more recognisable faces is Paige Drury-Lawrence, who has been in adverts for Kellogg’s Special K, Marks & Spencer, and Vodafone.
Look out for casting calls on Instagram or apply to Face here.
Fresh is a Brighton-based commercial model and casting agency. Its talent includes mature and plus-size models, as well as characterful faces, families, and couples. Whatever your look, it probably has a category for you.
Established in 1999, it’s known for its consistent, friendly, and efficient service, with many of its clients coming from word of mouth. Its wide-ranging clients include Pimm’s, Gatwick Airport, Aviva, and Center Parcs.
One of its top models is Cathleen Voysey, who has appeared in TV adverts and billboards for brands like Walkers, Holland & Barrat, and E45.
Savalas is an up-and-coming agency based in Newcastle. Its focus is showcasing fresh young faces and putting Newcastle on the map as a modelling town. It has a strong skew towards fashion and represents young adults who are male, female, and gender fluid.
Founder and director Terry Costello established Savalas in 2014 at the young age of 18 and has since taken the modelling world by storm.
Photographer Megan Jepson says of Savalas, “As a photographer and director in the north-east, it’s great to have such a great array of talent ready to work and be professional both in the north and beyond.”
Opportunities include fashion shows, campaigns, lookbooks, and editorials. Clients include Fendi, JD Sports, Rimmel London, and New Balance. Savalas is responsible for launching the careers of Emily Haniffa and Becky Field, the popular commercial models for retail sites Pretty Little Thing and ASOS.