The past few years have seen an upsurge of interest in modeling as a serious career option. In the West, keenly competitive business environments have of necessity turned it into a well-organized, high profile and very lucrative profession. In India until recently it was considered at best a part-time occupation for students to earn a little pocket money while indulging their vanity; and for beauty queens and aspiring actresses waiting for a break in films. 

This perception has only lately begun to change. Our current economic and social orientation towards a new consumerism has brought a greater aggressiveness to advertising and marketing strategy. Its other effects have been a boom in the fashion and clothing industry and a phenomenal extension of the reach of the electronic media. Together, these factors have generated a large and continuing demand for fresh faces and personalities to launch and promote a variety of branded products, or show a garment to its best advantage. 

With so much staked on a model's ability to project a brand, the field has had to become more professionalised, and less exploitative of the individual. The exposure is so enormous that popularity ratings achieved by some models can equal the following of a movie star. While this career was once open only to women, men have now begun to make an impact. 

Opportunities are still somewhat loaded in favour of female models but show promise of opening up for men. Men's fashions have become big business. Some advertisers prefer to show pairs-a man and a woman-to appeal to both sexes. This is by and large a young profession though older people do well for certain products and styles. To be young and good-looking is, however, a major asset.

MAIN AREAS

Models are required in different areas to fulfill various functions. These are:

Advertising and Sales Promotion

This is a huge area where models are needed to endorse and publicize a particular product or range. This could take the form of a single advertisement or an entire promotional campaign where a distinctive mood or look is associated with the brand being advertised. Top models often sign up with a manufacturing company or its advertising agency, undertaking to remain with the product for the run of the campaign. 

Contracts are usually for a year's duration in which time they may be called upon to participate in a variety of promotional activities and are barred from working for competitors. Advertising and promotional work is in two main spheres:

THE PRINT MEDIA

Which involves posing for still photographs used in press advertisements, folders, brochures, giveaways like calendars, or even as a component in a packaging design.

THE ELECTRONIC MEDIA

Includes commercials for television, video and films, and requires working before moving cameras. 

Fashion

Also a growing area where modeling of garments and accessories is called for.

PRINT

Which involves modeling for still photographs in catalogues, portfolios and brochures of fashion and export houses and clothing manufacturers, as well as photo spreads in fashion magazines and journals.

THE CATWALK

Where couturiers, export houses, clothing manufacturers, or textile companies display their collections through live fashion shows.

THE SHOWROOM

Of an export house, garment manufacturer or large clothing retailer where models (usually on the
company's payrolls) work as mannequins wearing finished designs to display their cut, drape and workmanship to buyers.