Exuding poise and charisma while rocking nothing but a pair of briefs is not for everyone – but this kind of confidence can propel aspiring male models into one of the most prestigious (and lucrative) parts of the fashion industry.
There are a select few who can make the grade, so learn the ins and outs before you begin.
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1. Commit to body sculpting.
Underwear models typically have a slender frame, but a taut, athletic build is also essential. Frequent cardio and plenty of resistance work targeting the core, abs, and legs are a must. For reference, top male underwear model Tyson Beckford talked about combining regular cardio with a daily regimen of 600 situps.
Diet is equally important. (As they say, abs are made in the kitchen.) Minimise processed food and prioritise lean protein, complex carbs, and plenty of fruit and veggies. “I’ve swapped in brown rice for the pasta,” says British men’s underwear model and former rugby player Thom Evans, “with chicken, fish, and eggs as the main source of protein, and some natural fats, like avocado or nuts.”
You should note that male underwear models do use padding to bulk out their bulge (or Photoshop works its magic after the shoot), so that’s one area you don’t have to worry about. But you can’t fake the rest.
2. Prioritise skin care.
If you don’t have a skin care routine, adopt one. Remember, it’s not just the skin on your face that matters – acne, dryness, and oiliness can reach all over.
- Use a high-quality, cleansing body wash.
- Shower after exercise.
- Apply topical treatments to acne.
- Avoid too-hot showers (which dry out and irritate the skin).
Truly dedicated models keep tabs on how their body reacts to certain food and drink. “I stopped drinking milk because a certain hormone can trigger bad skin and malaise,” said leading English model Oliver Cheshire, “so maybe consider switching out big dairy products for an alternative if you’re suffering a breakout.”
3. Learn to ‘manscape.’
Impeccable grooming is expected. If you’re posing in underwear only, grooming extends to the hair below your collar as well as above. Maintain chest, back, and pubic hair using the right tools: There are plenty of “manscaping” kits available for delivery straight to your door (invest in a high-quality one) and a burgeoning catalogue of online videos covering how to use them.
4. Practise posing.
“The first thing is start taking selfies of yourself in underwear… If you love doing that, then you know you will love underwear modelling,” advises underwear model Alex Gede.
Can’t pose confidently before a mirror? It’ll only be harder before a photographer. Practice now so that the poses feel natural in front of the camera. Study successful male underwear models and try replicating their poses while watching your body to understand how it looks on camera from different angles.
5. Create a portfolio.
A well-crafted modelling portfolio showcases your range, experience, and versatility. You should:
- Be selective and only include your best work.
- Update it as you gain experience and attend more shoots.
- Include full-body shots, closeups, and different angles.
- Model in a variety of underwear styles (briefs, boxers, jockstraps, thongs, and trunks).
6. Take advantage of social media.
While the traditional physical portfolio has its place, an online portfolio will likely prove useful, so Gede suggests creating one on Instagram. “You can create a portfolio, and then brands will start approaching you…. I got a lot of deals for YouTube underwear reviews and everything from my underwear content on my social media.”
Use your modelling-orientated social profile to engage with brands, designers, and photographers you admire; follow their accounts and leave comments.
Developing your own following may prove equally valuable. Just look at English model Reece King. His Instagram post wearing a septum ring blew up back in 2015, leading to modelling gigs for brands such as Calvin Klein, and he currently has a follower count of 351,000. High-quality content from your portfolio can showcase products in a positive light, and even a relatively low “nano influencer” follower count between 1,000 and 10,000 can impress brands. Just keep things professional, engage with your own audience, and use relevant trending hashtags to make connections and boost your visibility. Check the hashtags other underwear models and brands use for inspiration.
7. Apply for gigs.
While building a social media presence may take time, you can begin searching and attending open casting calls right away. If you have a portfolio ready to present – plus a model comp card with a portrait shot, full-body shot, personal measurements (height, weight, chest, waist, and inseam), and contact information – send these on.
Remember: It’s a highly competitive industry and rejection is part of the process.
“When I first started, I was auditioning in front of five people, standing in my underwear, and I got rejected in the beginning,” recalls Cheshire. “Obviously it is a little bit embarrassing the first few times, but you get used to it very quickly in the fashion industry.” He's since fronted campaigns for Superdry and Calvin Klein.
8. Find representation.
Signing with a reputable modelling agency can enhance your visibility, help you forge connections with high-value clients, secure higher pay rates, and help you develop a career rather than simply booking a few odd jobs.
Keep abreast of agencies that boast a proven track record with well-known male underwear models. For example, David Gandy, Will Chalker, and Cheshire are all signed with Select Model Management, while relative newcomers such as Dylan Hasselbaink and David Trulik are represented by Kult London.
Regardless of their track record, no agency will be able to predict the amount of opportunities available, and even if you’re hoping to specialise in underwear modelling, you may be put forward for other types of roles too.
“The male model department will sign individuals who can model fully clothed as well as topless,” explains writer Amy Bebbington.
The Model Builders, a model support service with more than 20 years of experience in the industry, puts it bluntly: “It would be easy to assume that male underwear models make thousands of pounds from their chosen profession – but this is rarely the case. Many underwear models only make a few hundred per shoot – rarely, they can make a thousand or more.”
Aim high, but remain realistic, and pursue opportunities beyond underwear modelling too. Still, you should expect to earn relatively little at first. Regarding male modelling in general, Glassdoor estimates that in the UK you’ll make between £21,000 and £55,000 per year.
- David Gandy: Legendary for his Dolce & Gabbana Light Blue ad, Gandy also modelled their underwear and has launched his own underwear line for M&S.
- Jeremy Young: Appeared in Burberry underwear shoots and served as campaign model for several Paul Smith underwear campaigns.
- David Beckham: Beckham was dubbed “underwear model of the century” by Tommy Hilfiger for his iconic Emporio Armani campaign. He’s also launched his own bodywear line for H&M.
- Jamie Dornan: Before finding fame as an actor, Dornan showcased underwear for Calvin Klein and modelled for the likes of Hugo Boss, Armani, and Dior.
- Will Chalker: The first man nominated for Best Model at the British Fashion Awards, Chalker has modelled underwear for J.Crew and Gant.
- Oliver Cheshire: One of the UK’s most famous male models, Cheshire has modelled underwear for Hugo Boss and his own CHÉ Studios line.
- Danny Schwarz: He has appeared in scores of catwalk shows and campaigns (including one with Gisele Bündchen) and modelled underwear for Calvin Klein.