Editorial
Editorial is the discipline where a model executes least and contributes most. A story lives on someone understanding an idea and carrying it further.
The difference from advertising is fundamental. A campaign has an objective fixed before the shoot; an editorial has a subject that develops while shooting. Which is why different people work on an editorial set: those who offer suggestions rather than wait for direction, and who can sit with an hour spent on something that will not be used.
For casting, that means weighting distinctiveness over polish. Faces considered too specific for advertising often carry a story better than conventionally beautiful ones. We deliberately put forward models for editorials that we would not put forward for a beauty campaign — and the other way round.
Fees usually sit below commercial rates, and both sides know it. What is exchanged is visibility and portfolio material. That works as an arrangement as long as it is stated plainly: an editorial with later secondary use as a campaign image is no longer an editorial, and the usage then belongs in the agreement from the outset.
The most practical point is preparation. Send us the concept, not just the date. When we know what the story is about, we suggest faces that fit the subject — and in editorial that is worth more than any measurement.
What an editorial story needs
- 01
The concept, not just the date
In editorial the subject is the primary casting criterion. A moodboard tells us more than any list of measurements.
- 02
Distinctiveness over polish
Tell us if you are deliberately after something unusual. The shortlist changes completely.
- 03
Be straight about usage
Editorial only, or with later commercial use? That has to be settled before booking, not after.
- 04
Room to develop
Editorial sets need space to try things. A schedule packed to the minute smothers exactly what editorial is for.
From the roster
All faces →
Enquire about editorial casting
Send the concept or a moodboard, plus the date and the intended usage. We propose faces that fit the subject rather than the ones that look smoothest.
Other industries
Runway
On a runway there is no second take. What would be a repeat on set is here a moment the audience has already seen.
Fashion
In fashion, the question is never whether a model is beautiful. It is whether they can carry a brand’s signature. The same dress on two people reads as two different collections.