Artistry. Couture. Drama. If those words speak to you, then you’re probably already a fan of editorial modelling – even if you didn’t know it by name. We’re talking spreads in glossy fashion magazines such as Vogue, Harper’s Bazaar, and i-D, and stunning visual stories told through expressive poses, atmospheric settings, and jaw-dropping designer pieces. For many who dream of becoming a model, editorial sits atop the wish list.
If you want to turn that dream into a reality, here are the steps to make it happen.
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Editorial modelling is modelling for a visual editorial photography spread in a fashion magazine. For all those involved with the shoot, it’s an opportunity to create artistic and sometimes experimental images.
“While commercial fashion photography aims to sell a product, editorial fashion photography focuses on artistic expression and capturing a mood or theme,” fashion photographer Sarah Fountain told Adobe.
Editorial modelling is most well known for showcasing haute couture and designer clothes, but it can be for all kinds of fashion, jewellery, cosmetics, and accessories, depending on the magazine editor’s vision.
It’s a prestigious type of modelling that carries a lot of cachet. Models want to do it because it helps to raise their profile, even though it often doesn’t pay well and involves working long hours. For many, the exposure in magazines proves equally valuable.
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An editorial model is one who appears in fashion magazine spreads. They tend to have stereotypical fashion-friendly looks: tall, slim, and with strong features, such as prominent cheekbones. Models such as Loli Bahia (featured in Vogue France in December 2024), Lulu Tenney (Vogue Japan in February 2025), and Penelope Ternes (Harper’s Bazaar Italia in 2024) are quintessential editorial models.
Female editorial models are expected to be 5 feet, 9 inches or taller (Kate Moss is the famous exception, at just 5 feet, 7 inches), and male models taller than 6 feet. Editorial models also are usually on the younger end of the spectrum, at around 16 to 21, although they can be older or younger depending on the publication.
Since editorial modelling is more about storytelling, the poses can be more creative, energetic, or moody than for, say, commercial modelling, which focuses on showcasing products effectively.
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1. Do your research. Research editorial photography. Study the editorial spreads in top fashion magazines such as Vogue, Grazia, and GQ to get a feel for the poses and storytelling required from an editorial model.
2. Build your portfolio. Before you start enquiring about agency representation and shoots, you’ll want to have a modelling portfolio ready to send as part of your introduction. Don’t worry if you haven’t done any professional shoots yet – you can always collaborate with photographers, stylists, and hair and makeup artists to create your own editorial-style shoot on a time-for-print basis to get you going. It will also give you a great chance to practise the art of editorial modelling.
3. Secure agency representation. Signing with a modelling agent will help you access top-quality jobs. Open castings are a great way to get a foot in the door, but agencies have contacts with fashion booking editors at some of the most established and respected magazines – and some won’t book you unless you have agency representation. Storm, Elite, and IMG are among the best modelling agencies in the UK.
4. Pitch to magazines. Submissions and pitches are two ways to get into a fashion publication. A submission is when you send in a completed photo series with the hope of having it published, and a pitch is when you send in your idea and mood board. Consider matching the aesthetic of your shoot with the magazine to increase your chances.
5. Attend open calls and editorial castings. Check online casting call boards and look for callouts on social media from magazines or photographers looking to create a magazine submission. You can’t win the editorial modelling lottery if you don’t buy a ticket!
6. Practise posing. Editorial modelling is very creative, so the more expressive you are able to be in front of the camera, the better. Practise in front of the mirror or with a photographer friend, and set yourself a theme for the shoot, aligning your poses with that brief.
7. Network with people in the fashion world. In fashion, it’s all about who you know – and there are some tight-knit groups out there. People like to work with people they trust. Landing an exploratory shoot with an ambitious stylist or well-connected makeup artist could make all the difference to your career. You never know who may give you a leg up or the introduction you need.
8. Look after yourself. Editorial modelling is very competitive, and a career in it can come with a fair amount of rejection. It’s important to practise self-care to affirm your self-worth so you can hold your head high at every new casting.