Commercial Modeling Through the Years: Then vs. Now

By Elisabeth Roselli—Founder of BECOMEAMODEL™ & 20-Year Commercial Model 

Hi, I’m Elisabeth Roselli, founder of BECOMEAMODEL™.

For over 20 years, I’ve been a working commercial model—and I’ve watched the industry completely transform before my eyes.

When I started in the early 2000s, commercial modeling was a very different game. Agencies were the only real path in, castings happened almost exclusively in person, and the “commercial look” was far narrower than it is today.

Fast forward to now, and the industry has opened up in ways I could never have imagined back then. Opportunities are everywhere—if you know how to navigate the modern modeling landscape.

In this blog, I’ll walk you through how commercial modeling has changed, what that means for you, and how to get started the right way.

Then: The Traditional Commercial Modeling World

In the early 2000s, here’s what it looked like:

• Agency gatekeepers: If you weren’t signed, you rarely got access to professional jobs.

• In-person everything: Submissions, castings, callbacks—it all happened at a casting office or agency studio.

• Limited diversity: Brands often stuck to one type of “marketable” look, leaving many amazing models unseen.

• Slow turnaround: Jobs could take weeks from casting to booking to shoot day.

• High barriers to entry: You needed professional headshots, a printed comp card, and often a personal referral to even get noticed.

Now: A More Accessible & Fast-Paced Industry

Today’s commercial modeling landscape is almost unrecognizable compared to when I began:

• Inclusivity is non-negotiable – Brands now want real people of all ages, sizes, ethnicities, abilities, and gender expressions. If you have a relatable look and personality, there’s a place for you.

• Digital-first casting – Most submissions happen online. Agencies and brands want to see digitals (unretouched, natural photos) before anything else.

• Self-submission power – You can apply for jobs through casting platforms without an agent, and sometimes book directly through your Instagram.

• Faster bookings – A brand can post a casting today and have you shooting tomorrow.

• Global reach – You can submit to castings in other cities or countries without leaving home; sometimes they’ll even fly you in.

The Challenges of Today’s Industry

While opportunities have expanded, competition has too.

• Oversaturation – With influencers, actors, and everyday people all submitting for the same jobs, you need to stand out.

• Lower pay for fast-turn jobs – Quick e-commerce and social shoots often pay less than traditional campaigns.

• Shorter booking windows – You need to be flexible and ready to work at short notice.

How to Adapt and Thrive

If you’re serious about becoming a commercial model in today’s industry, here’s what I recommend:

1. Keep Your Digitals Fresh

Digitals are simple, unedited photos that show your true appearance. Update them every 4–6 months, or whenever your look changes.

• Use natural light

• Wear a fitted, plain outfit (jeans and a tank top are perfect)

• Take full-length, half-length, and headshots from multiple angles

• No filters or heavy makeup

2. Define Your Niche

Are you a lifestyle-commercial model? Fitness? Mature? Curve? Teen? Kids?

The more clearly you know where you fit, the easier it is to get booked.

3. Mix Agency & Independent Submissions

Submit to reputable agencies that align with your market, but also work casting platforms to find jobs on your own. Being proactive is key.

4. Use Social Media as a Casting Tool

Instagram and TikTok aren’t just for influencers—they’re where brands scout new faces. Keep your feed clean, professional, and representative of your look.

5. Show Professionalism Always

Respond quickly to casting calls, show up prepared, and treat every opportunity—no matter how small—as a stepping stone.

Final Thoughts

Commercial modeling today is more open, more inclusive, and more fast-paced than it has ever been.

The biggest difference? You can now take control of your career from day one.

If you show up with the right tools—fresh digitals, a clear niche, a strong online presence—you can start booking real jobs without waiting for an agent to discover you.

Want to learn exactly how to start? 

Join me at BECOMEAMODEL™ where I share my complete step-by-step system to help you break into the industry the smart way.