Lingerie
Intimate apparel, shot with precision and confidence.
Lingerie modelling sits firmly in the mainstream, alongside swimwear and beauty, and the volume of work reflects that. High-street retailers, specialist labels, and department stores all require catalogue and campaign imagery year-round. The category covers intimate apparel, sleepwear, hosiery, and bodywear, and it produces some of the most commercially active casting briefs in the UK market.
The clients range from the large and familiar — Marks & Spencer, Boux Avenue, Bravissimo, Ann Summers — to specialist labels such as Agent Provocateur and Coco de Mer, which approach the category with a distinctly editorial sensibility. Each end of the market has its own requirements. Catalogue work demands clean fit presentation, consistent posing across a long shoot day, and the ability to make structured, close-fitting garments look natural. Campaign and editorial work asks for more. Mood, narrative, and a relationship with the camera that goes beyond simply wearing the piece.
Technically, lingerie modelling rewards models who understand proportion and how the body reads at different angles. Studio lighting is often warm and deliberate; the product and the model are both the subject. A good lingerie model works fluidly with photographers and stylists, takes direction efficiently, and understands what the image is trying to achieve for the client, not just the garment.
London, Manchester, and Birmingham generate the highest concentration of lingerie casting calls. Rates for commercial catalogue days typically run between £150 and £350 depending on the brand and usage rights. Editorial rates vary more widely. Specialist label campaign work, particularly at the premium end, tends to command higher day rates, with usage fees negotiated separately.
A strong lingerie portfolio shows confident posing that feels natural rather than performative, clean studio lighting where fit and proportion are clearly visible, at least one catalogue-style frame and one with a more editorial or campaign quality, and evidence that the model is comfortable and at ease in the context rather than simply present in it.
