Once dominated by the impossible body standards of lingerie models such as Elle Macpherson and Giselle Bündchen, lingerie modelling has loosened up.
New brands like Librare are making a career as a lingerie more accessible, as are brands such as Organic Basics, Savage x Fenty, and Bravissimo, which regularly showcase models of a broad range of sizes.
The trend has been on the rise for more than a decade; when lingerie brand Aerie stopped retouching its imagery in 2014, sales actually went up.
For anyone who is thinking of becoming a model and going into lingerie modelling, it’s worth noting that this type of modelling sits alongside swimwear modelling, underwear modelling, and body modelling more broadly, rather than as an isolated niche.
Read on to find out how to become a lingerie model in the UK.
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Much of the day-to-day work for lingerie models, such as e-commerce or catalogue, is closer to fit or product modelling than the glamorous, showstopping campaigns you see on billboards and in glossy magazines. Brands need models who can hold and repeat poses consistently so garments photograph the same way across a range.
UK lingerie model bookings also frequently include swimwear, sleepwear, shapewear, and general underwear jobs. If you’re wondering how to model lingerie, it’s not so different from modelling these other products.
A lingerie modelling shoot may be for an e-commerce catalogue, a high street brand’s seasonal campaign, or a swimwear label shooting its summer range months out of season in a heated studio. Bookings can run a full day and involve dozens of changes, with a stylist and often a fit technician checking seams, straps, and coverage between setups.
Rosie Huntington-Whiteley, who built a long career in the category before launching her own lingerie line with Marks & Spencer, has described photo shoots as simply part of her workday rather than something she has to steel herself for. It’s a reminder that to be successful in this field is to always be physically and emotionally camera-ready.
Credit: Volodymyr TVERDOKHLIB/Shutterstock
Size expectations can be stricter here than in curve or general commercial modelling, but they’re not absolute.
Traditional lingerie and swimwear casting briefs still favour a toned, proportionate figure that fits into sample sizes (UK 8 to 10), with good skin and even proportions that photograph well with minimal coverage. Height matters less than in catwalk work, but according to The Diversity Agency, clients generally look for female lingerie models between 5-foot-4 and 5-foot-9 and male models between 5-foot-11 and 6-foot-2.
UK lingerie modelling is a serious commercial discipline. It is not the same as glamour modelling and never requires nudity. Even so, lingerie models need to be age 18 or older in the UK.
Beyond measurements, what gets a lingerie model rebooked is unglamorous: turning up early, being respectful on set, and being unbothered by the technical conversations a fitter or designer has around them.
Many UK model agencies work with lingerie clients, but most agencies don’t have a dedicated lingerie or body division. If you’d like to work with an agency, explore ones that have worked with lingerie brands such as Victoria’s Secret, Lounge, or Calvin Klein, including Boundary, Body London, and Nevs. Or you could choose a commercial agency with a dedicated division, such as Sandra Reynolds.
1. Do your research. Before applying anywhere, spend time on agency websites and casting platforms studying who’s booking lingerie and swimwear work and what those models actually look like. Notice the difference between e-commerce, campaign, and boudoir casting briefs.
2. Ask whether it’s right for you. Being a lingerie model in the UK means being photographed in minimal clothing by people you may have just met, often on tight schedules. Be honest about your comfort levels, your boundaries around nudity or implied nudity, and how you’d handle a shoot that feels different from the brief. There’s no shame in deciding this isn’t your niche.
3. Apply to agencies. In the UK, Sandra Reynolds has a dedicated body division for lingerie models. For other agencies, you’ll have to dig around to find ones who have recently worked for lingerie brands such as Boundary, Body London, and Nevs. Apply with clean, natural photos; reputable agencies don’t require professional images to apply.
4. Build up your portfolio. Once signed, your agency will usually arrange test shoots with photographers experienced in the category, since lighting and posing for lingerie differ from general fashion work. If you want to try working independently, you’ll need a few professional photos in your book. For lingerie modelling shoots, make sure you choose a photographer carefully.
5. Curate your social media. Clients and agency bookers may check your social media accounts. If you have an open profile, which many (even most) professional models do, keep the tone consistent with the work you want. If you’re looking to become a working lingerie model, keep it professional and body-confident rather than overtly sexualised.
6. Grow your network. Seek out photographers, stylists, and fellow models who specialise in swimwear and lingerie. Attend industry events when possible and stay professional with everyone on set. Remember that these people could be the source of your next booking.
7. Go to a casting. Agencies will set you up with go-sees and castings, but you can also find work through friends in the industry and casting platforms. Arrive on time, wear well-fitting matching basics, and bring your own spares in nude, black, and white (unless told otherwise). No matter how small the client, treat every casting as a chance to be remembered for the right reasons.
8. Believe in yourself. Rejection is sadly routine in this industry – often for reasons that have nothing to do with you. A client may want a different look, height, or even colouring. Top lingerie models Candice Swanepoel and Karolina Kurkova both spent years in less glamorous commercial bookings before landing major lingerie campaigns. Persistence, not instant validation, is what the category rewards.1. Do your research. Before applying anywhere, spend time on agency websites and casting platforms studying who’s booking lingerie and swimwear work and what those models actually look like. Notice the difference between e-commerce, campaign, and boudoir casting briefs.