There was a time not so long ago when those who modelled with baby bumps weren’t really pregnant. These days, the industry fosters more honest maternity modelling. The #PushItOut campaign, launched in May 2019 by Louise Boyce (aka Mama Still Got It) finally got a number of retailers, including ASOS, to provide a disclaimer if their models were wearing a faux bump.
Whether you’re already a model or not, if you’ve got that pregnancy glow, you might be considering maternity modelling. As with everything to do with pregnancy, it seems, there are lots of questions: How much do pregnant models make? Are all maternity models actually pregnant? Do models pose with their own babies in postnatal shoots? Do maternity models get more pee breaks?
Here we shine a light on the world of pregnancy models and share tips on how to become one.
Most maternity models in the UK are women who already have an established career as a model. This is because it’s a natural transition for them: they already have the skills and a network of contacts.
However, since there is only a short window when pregnant models can work – and many models take maternity leave eventually – there is a high turnover of maternity models in the UK, which means there are often campaign shoots looking for talent. Pregnancy fashion, products, photographers, and more need models all year round. What’s more, there’s also a huge modelling industry for postpartum models for baby products as well as mother and baby shoots.
Maternity model pay depends on the type of work, the client, the kind of campaign, and how in demand the model is. Photographic shoots don’t often pay as well as TV commercials but might pay better than a video shoot for social content.
If your photos get reused for another purpose (say, the original photography was for a magazine editorial that was later printed for a retail display) then you’ll earn more money for the shoot. This is all dependent on the usage rights and buyouts stated in your contract. If you’re with an agency, these are the kind of details they will take care of – although it’s always worth you double-checking your contract.
The fee for a commercial photographic shoot for a new model usually starts at around £150 for a day’s work. This amount is likely to increase for bigger clients or for a bigger campaign. TV commercials pay more, often in the thousands.
Iuliia Khabibullina/Shutterstock
1. Map out your trajectory
First things first, ask yourself whether modelling is right for you and your baby’s mental and physical health. Modelling can be exhausting. You’ll likely be travelling around to castings at different locations with short notice. Then there’s the emotional strain of rejection and having your looks scrutinised from every angle at a particularly vulnerable time. And, if you’re lucky enough to win a shoot, you could be on your feet all day in front of the camera.
If you’re struggling with morning sickness, tiredness, or any other of the myriad complications and symptoms that pre- and postnatal women experience, stop and think about whether modelling is really right for you.
2. Build a portfolio
If you think you’re up to the task, then gather or take some up-to-date photos. They don’t need to be professional (though you can hire a professional photographer if you like). Get a friend or a partner to take some shots on a good phone camera of your face, plus a three-quarters and full-length body shot. Compile these along with your basic info (name, age, height, weight, eye colour, chest and hip measurements, and shoe size; your location; and contact details) to form your portfolio, and have it ready to send to agencies or directly to clients if you choose not to pursue representation.
Be aware that while your body is changing in size, you’ll need to take photos at regular intervals because the campaigns potentially looking to book you may want models representing particular stages in the pre- and postnatal cycle.
Make sure you have good, ideally natural, lighting. Give the camera your best smile and show off your bump, even if it’s small.
3. Find an agent
While there are open casting calls, it can be helpful to have an agent hunting for opportunities on your behalf and promoting you as well. An agent will also help make sure you get paid on time and could negotiate a higher rate of pay.
If you’re new to the industry, it’s best to approach agencies that specialise in pregnancy modelling, like Pregnant Pause or Beautiful Bumps. Maternity-focused agencies have contacts with clients and photographers, and they understand the requirements of pregnant models.
4. Prepare for casting calls
Make sure you’re ready for castings by preparing your wardrobe and your appearance.
You’ll need to wear clothing that shows off your figure – in particular, your bump! Make sure your skin is looking healthy and your hair and nails are in good condition. Wear natural makeup to show off your features, unless instructed otherwise.
Double-check for any rogue hairs on your face, legs, or armpits. The UK maternity modelling scene is a bit behind when it comes to the feminist movement, so a more alternative look may hinder your chances of success (depending on the client, of course). According to John Casablancas modelling and talent agency: “a clean, well-groomed appearance speaks volumes about your professionalism.”
5. Promote yourself
If you’re hoping one job leads to the next, it’s time to fire up your Instagram account. Post regular pictures of you and your bump, along with relevant hashtags (#maternityphotography and #pregnancy are among the highest performing). This will increase your chance of being seen by agencies and clients looking for a pregnancy model.
It’s also worth ‘@-ing’ companies, casting directors, or photographers that put out open casting calls for pregnant models. Always carry out some background research before you form a new working relationship this way. Do they take safety and well-being seriously? What do other models say about working with them? Be wary of scams, and remember that reputable agencies won’t charge a fee to represent you (though it’s standard industry practice for your agent to take a cut of what you earn).
Modelling can be hard work, so make sure it feels worth it. At the very least, having professional photographs from your pregnancy can be a wonderful reference for this exciting chapter of your life.