Compare / Models & careers
Runway modelling vs Commercial modelling
The short answer
Runway models walk in designer shows; commercial models sell products in adverts, online shops and TV. Agencies that publish heights for fashion boards, such as MIKAs and Stockholmsgruppen, ask women for roughly 170–180 cm, while their commercial divisions set no height. Commercial fees depend on how widely the images are used.
At a glance
Runway vs Commercial Modelling, side by side
| Compared | Runway modelling | Commercial modelling |
|---|---|---|
| The work | Catwalk shows and editorials for fashion houses and magazines | Print and billboard advertising, e-commerce, TV commercials, social media and look books |
| Height | Where published: women about 170–180 cm and men 180–190 cm (MIKAs, Stockholmsgruppen); Jay Jay Models in Dubai asks for 5 ft 9 in and 6 ft 0 in | Often none: MIKAs and Stockholmsgruppen set no height for commercial, and Jay Jay Models says height plays a lesser role |
| Age | Some boards set ranges, such as 13–21 for women new to Stockholmsgruppen; Jay Jay Models’ models board is 18 and over | Usually open: Stockholmsgruppen takes any age, size and character, and Jay Jay Models sets no age limit |
| Look and size | Sample collections for international shoots and shows have long been made in sizes 32–34, MIKAs says, though this is loosening | Brands choose models to suit their target customers, including by age, ethnicity and size (BFMA) |
| How you are booked | Through an agency, via castings and go-sees each season | Through an agency’s commercial board, for campaigns or e-commerce work that can be almost daily (BFMA) |
| How it is paid | Fees paid through the agency, less commission; we found no published data on show fees | Day rates plus usage: print fees depend on exclusivity, media and territory, and TV adds usage fees (BFMA) |
| Upfront fees | None. UK agencies cannot charge models upfront fees for finding work | None. The same UK rule applies to commercial work |
What is the difference between runway and commercial modelling?
The British Fashion Model Agents Association (BFMA), the UK trade body for model agencies, describes high-fashion models as working the catwalks and editorials of leading houses. Commercial work is much broader: advertising in magazines and on billboards, e-commerce shoots for retailers’ websites, TV commercials, social media content and “below the line” jobs such as look books, store windows and brochures. Our runway models ranking shows who leads on the catwalk.
Many agencies run the two as separate boards. MIKAs and Stockholmsgruppen in Stockholm list a commercial division beside their main and new-faces boards, and Jay Jay Models in Dubai runs a Commercial / Bestager board next to its models board.
How tall do you need to be for runway or commercial modelling?
There is no industry-wide minimum. When we read ten London agency application pages on 1 October 2026, none stated a minimum height, though most ask for yours, and the BFMA says its members rarely restrict talent by height. The details are in our model height requirements guide.
Where agencies do publish figures, they apply to fashion boards. MIKAs asks women to be 170–180 cm and men 180–190 cm; Stockholmsgruppen gives 170–182 cm and 180–190 cm; Jay Jay Models lists 5 ft 9 in for women (petite from 5 ft 5 in) and 6 ft 0 in for men. All three say height matters less, or not at all, for commercial work. The only figure the BFMA gives is a 172 cm (5 ft 8 in) minimum for curve models.
How are runway and commercial models booked and paid?
Both are booked through agencies. Runway work is cast season by season through castings and go-sees, which the BFMA describes as job interviews in all but name. Commercial clients book for a campaign, a TV advert or a run of e-commerce days.
Commercial pay is built around how the images are used. The BFMA says print advertising fees depend on exclusivity, extra media and territory, and TV commercials pay a filming day rate plus usage fees. MIKAs says a new face earns 1,000 to 5,000 Swedish kronor for a full day, depending on the job, with more depending on how the material is used, and takes at most 30% on commercial jobs.
Models are usually self-employed, the BFMA says. In the UK an agency cannot charge you upfront fees for finding work and must not hold money it receives for you beyond ten days, unless you ask it to. For official pay data, see how much do models make?
Verdict
Which should you choose?
Choose Runway modelling if
Runway suits people who meet a fashion board’s published guidelines and want to work with designers and magazines, cast season by season. Expect fewer published facts about pay.
Choose Commercial modelling if
Commercial suits a far wider range of ages, heights and sizes, because brands cast to match their customers. E-commerce can be near-daily work, and advertising fees rise with how widely the images are used.
Read next
More on this on The Cast Index
Quick answers
Related questions
Can you do both runway and commercial modelling?
- Yes. Agencies such as MIKAs and Stockholmsgruppen run a main fashion board and a commercial division under one roof, and the BFMA lists catwalk, editorial, advertising and e-commerce among the kinds of work a model can do. Ask an agency which board it is considering you for.
Is there a height requirement for commercial modelling?
- Often not. MIKAs says its commercial division has no height or age requirement, Stockholmsgruppen says commercial models can be any age, size and character, and Jay Jay Models says height plays a lesser role. Curve is an exception: the BFMA gives a 172 cm minimum.
How do I apply for runway or commercial modelling?
- Apply free through an agency’s own website, with clear, unedited photos and your height. Our where to apply guide lists agencies by country, and the campaign models ranking shows who leads advertising work. Never pay upfront to be signed.
Sources
Where these facts come from
- BFMA — What kind of modelling can I do? checked 22 October 2026
- BFMA — Do I have what it takes? checked 22 October 2026
- BFMA — Advice on becoming a model checked 22 October 2026
- MIKAs — Q&A (PDF, in Swedish) checked 22 October 2026
- Stockholmsgruppen — Become a model checked 22 October 2026
- Jay Jay Models Dubai — Model application checked 22 October 2026
- The Cast Index — Model height requirements (ten London agency pages read on 1 October 2026) checked 22 October 2026
- GOV.UK — Fees for fashion and photographic models checked 22 October 2026
- Conduct of Employment Agencies and Employment Businesses Regulations 2003, regulation 25 checked 22 October 2026
Spotted something out of date? Send a correction with a link to the record. This page summarises public sources and is not legal, medical or financial advice.
Models & careers