Editorial, commercial or e-commerce: where you fit

Modelling is several jobs under one name. Knowing which kind of work suits you helps you build the right portfolio, go to the right castings and talk to your agency about where you want to go.

Editorial and runway

Editorial means magazine stories and fashion campaigns; runway means the shows. It is the most creative work and the most selective. Height and proportions matter most here, and a distinctive look counts for more than conventional prettiness. For the shows, women are usually about 174 cm and taller and men about 185 cm and taller, because the samples are made for those heights.

Editorial pays less per day than you might expect, but it builds the book that leads to campaigns for fashion and luxury houses. New faces usually start with test shoots, then smaller magazines, and build from there.

Commercial

Commercial work sells a product or service through people: adverts for banks, supermarkets, travel, skincare and cars. The look is approachable and real. The age range is wide, and character often matters more than height. Commercial models are often asked to act a little, so confidence on camera helps.

E-commerce

E-commerce is the photography on online shops: the front, back and detail shots of every product. It is the most regular work in the industry. A day can mean forty to eighty looks, so the job is consistency, speed and stamina, and the ability to repeat a set of poses precisely. Getting on retailers' lists usually happens through an agency, with digitals that show exactly how you look and measurements accurate to the centimetre.

How the big houses cast

Fashion houses and major retailers cast through agencies, not open calls. Their casting directors look at packages from agencies they trust, then see a shortlist in person or on video. Your route in is a strong agency, current digitals, a book that fits the brand's world and a reputation for being reliable on set. There is no shortcut, but there is a clear path.

Which suits you?

• A distinctive look and the height and proportions fashion asks for: editorial and runway
• Expressive, relatable and comfortable on camera: commercial
• Consistent, quick and happy with long studio days: e-commerce

Many models do more than one at different times. A good booker will steer you towards the work that suits you now and build towards where you want to be. At Tartan Models, our focus is editorial and runway.

Curious where you might fit? Apply to Tartan Models and we will tell you honestly.