Determining the Model’s Best Market.
Whenworkingona model’sportfolio,there are three majorcriteria youneed
to keep in mind: age, height, and overall appearance. These will help you to
determine the markets in which she is most likely to obtain work and, there-
fore, the types of images (and lighting) you should use in her portfolio.
Age.The model’s age will help you to determine whether her portfolio
should be directed toward a local, regional, or international market. Gener-
ally, models under sixteen are limited to local and regional modeling because
ofschoolrequirements,workrestrictions,theneedforchaperones,etc.While
it is true that international agents accept younger models, especially in Japan,
this is the exception rather than the rule. Models who are over twenty-one
also tend to be limited to local and regional work. This is because most major
high-fashion agencies are hesitant to invest their time, effort, and money in
a modelwhohas a “limited shelf life.” This is harsh but true. Of course, there
are commercial and talent-oriented markets in which models over the age
of twenty-five are considered very desirable. (Note:A “talent” is someone
who specializes in acting roles, such as in television commercials or as a
spokesmodel for a particular company.) Be prepared to offer these market
possibilities as an alternative for the prospective model who happens to be a
bit older.
6. Matching the Light to the Image..
6-1, 6-2(facingpage).On advertising
shoots, the art director or ad agency will
normally have a planned concept. It’s
your job to create the lighting design
and mood needed to produce it. In
these images, notice how the clothes
(the products being advertised) take
precedence over the models.
6-3(left).Understanding the demands
of the industry will help you tailor a
model’s images toward the genres
where she is most likely to find success.Generally, models
under sixteen are
limited to local and
regional modeling.