Breaking into modelling looks easier than ever: post a photo, get discovered, go viral.
But behind those filters and runway clips, the reality is far more complicated, according to young models and industry professionals.
Some aspiring models in the GTA are beginning their careers as freelancers, posting online, networking, and building experience on their own before considering agency representation.
Toronto freelance model Amanda Foutris says working independently has allowed her to connect with the industry in a meaningful way.
“It gives you a lot more comfortable space to kind of take this on as your own art form and be able to pursue what you want to do in the future,” she says.
She adds independent modelling can require significant unpaid work and personal effort.
“You have to really look on the amount of effort you have to put in, especially when you’re an individual model,” she says. “And there’s sometimes cases where you have to style yourself, feed yourself, get there by yourself, and many other aspects.”
Independent model and former Durham College student Cienna Assis from Oshawa says seeing friends with agency representation has shown her the difference in opportunities.
“They get so many really cool opportunities, commercial opportunities, other runway stuff, other big brands working with them. I feel kind of left out,” she says.
Flynn Atkinson, a Toronto-based model with experience both independently and under representation, reflects on the pros and cons of each path.
He finds opportunities through friends and brands.
“Those are my two main outlets. Connecting with people is such a big thing in this industry,” he says.
He adds agency representation can provide consistency and growth.
“I think you should definitely, if you want to do modelling as a career, sign to an agency – 100 per cent,” he says. “That’s the only way that you’re going to make really good money on a consistent track.”
Brandon Hall, an agency director at Sutherland Models – one of Canada’s longest-running agencies, founded in 1985 – says agencies still play a critical role.
“Working as a freelance model in Canada is very unlikely to lead to a full, sustainable career,” Hall says. “Representation through a reputable agency helps navigate contracts, access higher-level clients and ensure long-term career growth.”
Yet, he says competition is fierce.
“In a typical month, we review over 2,000 submissions, and from those, we may sign only one or two models,” Hall says.
Foutris says she would take a spot if it was offered but for now she’s content to keep working at her own pace.