How to Be Successful as a Commercial Model

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A commercial model is paid to be the public face of a brand or company. While fashion modelling focuses on runway shows and editorial work for magazines, the photos from commercial modelling shoots typically feature on billboards, in TV and print adverts, in social media campaigns, or on a brand’s website. Unlike promotional models, who are hired for trade shows and product launches, commercial models don’t model at live events. 

However, there is a crossover between these types of modelling: many of the world’s top models are commercial fashion models who make vast sums of money appearing in international, long-running commercial campaigns for, say, perfume adverts. For example, David Gandy and Bianca Balti have been the faces of Dolce & Gabbana’s Light Blue fragrance for more than a decade. Top fashion modelling agencies put their models forward for big commercial campaigns and high-end promotional work.

Fashion models must be tall (5'10" for women and 6' for men) and slim, with an unconventional, interesting look. Commercial modelling, however, has fewer restrictions on height, size, and facial features. This is because household brands like Coca-Cola, McDonald’s, or Dove want to be represented by models who appear relatable to their customers.

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1. Research 

Before diving headfirst into the world of commercial modelling, familiarise yourself with popular brands, advertising companies, and modelling agencies. Don't be afraid to reach out to people in the industry, including working commercial models, for advice. The more information you have, the stronger the position you'll be in when you start.

2. Create a portfolio

Focus on natural-looking shots that show off your features without much makeup and clothes that don't hide your figure. Usually, to apply to a commercial modelling agency, you’ll need at least one headshot (of your face, neck, and shoulders) and a full-length picture (which shows your full body from head to toe). You don’t necessarily need to spend loads on a professional photographer; a good phone camera is fine. If – or when! – you get signed, your agency will help you flesh out your portfolio with their trusted photographers. You shouldn’t have to pay for them upfront – only after you've landed some paid work. 

3. Find representation 

Being an independent commercial model is tough, so focus on getting signed by an agency that can support you in your career. Agencies have a range of clients on their books, from photographers to marketers at big brands. This means they can help you find work, negotiate contracts, promote your name, and safeguard you.

Put together a list of agencies you’d like to be represented by. Look for agencies with a strong track record, positive industry reputation, and connections to major brands and clients.

If you’re sending photographs to agencies, make sure to follow their submission guidelines. Connect with agencies you like on social media and sign up to their newsletters so you can find out about open casting calls.

4. Be professional 

Whether dealing with an agent or client, be communicative and punctual. Build a strong relationship with your booker – they’re the gateway to work. The more reliable and personable you are, the more work you’re likely to get.

You’ll also need to look professional. Modelling can be physically strenuous with long days, so look after your body with a healthy diet and regular exercise. Forewarn your bookers about any big changes to the way you look (for example, cutting your hair or getting tattoos) as this may affect the jobs they can put you forward for. 

5. Be resilient  

Commercial modelling is a competitive business. The road to success can be challenging. Rejection is inevitable in this industry, so you’ll need to have a lot of patience, perseverance, and resilience. 

Stay proactive and seek out new opportunities, castings, and networking events. 

Work on your social media presence, too. Social media can be an effective promotional tool, so use it to build your personal brand and showcase the kind of work you want to do, whether that's fashion, sports, or lifestyle. The key is making sure your digital persona matches how you want to be seen in the industry. This can make you more attractive to clients and keep you front of mind with your own agency too.

Sam Aronov/lev radin/Featureflash Photo Agency

Kate Moss

Kate Moss’s decades-long career as one of the world’s top models has seen her land some of the biggest commercial gigs in the game. Becoming the face of Calvin Klein launched her to supermodel status in 1993, and since then she’s starred in campaigns for Topshop, Burberry, and Diet Coke, as well as Kim Kardashian’s clothing brand Skims.

Gisele Bündchen

Brazilian model Gisele Bündchen is repeatedly one of the highest-paid models, proving herself as a commercial powerhouse. She has fronted campaigns for leading fashion houses as well as brands like Chanel No. 5 perfume, Pantene hair products, and Under Armour.

Kendall Jenner

Jenner’s commercial clout is a force to be reckoned with. She’s been the face of top fashion brands like Tommy Hilfiger, Calvin Klein, and Stella McCartney, not to mention mega-brands like Pepsi. 

Rosie Huntington-Whiteley

Since giving birth to her daughter in 2022, Huntington-Whiteley has slowed down her commercial work. However, in 2021 she was listed among the top five best-paid models. Known for being the face for M&S lingerie as well as Burberry Body fragrance, she’s also been in commercial campaigns for UGG and Tiffany & Co.

Adele Uddo 

Adele Uddo, with Star Touch Agency in L.A., is one of the world’s leading body parts models. Her hands, feet, and legs have appeared in ads for Estée Lauder, Chanel No. 5, Macy’s, Bialetti, and Oreo.