Freelance vs. Agency Representation: What’s Right for You as a Model?
Every model asks this at some point—should I sign with an agency, or go freelance?
It’s a valid question, but the answer isn’t as simple as you’d think. Agencies promise structure, bookings, and career growth, but in Australia, most models are left figuring things out on their own. Freelancing gives you total control, but also means handling everything—negotiating rates, marketing yourself, and securing jobs—without industry connections or an agent backing you.
But here’s the other reality: many models who could be successful are overlooked entirely because agencies don’t see their financial viability, or they don’t fit into outdated body standards.
So, which one is actually better? Let’s break it down.
The Reality of Model Development (Or Lack of It)
Most Australian agencies are not particularly strong at development. You’d think that signing with an agency means they’ll guide you—helping you secure your first shoots, teaching you what to wear for castings, and building your confidence when standing in a room with 20 other models going for the same job.
But here’s the truth: most agencies wait to see if clients are interested in you, rather than actively helping you develop.
They’ll often tell models not to go out and shoot with just anyone, which makes sense—bad photos can ruin your book, cheapen your brand, or cost you serious opportunities. But they also won’t actively help you build your portfolio, leaving you in limbo. Agencies that actually take an interest in your development are rare.
A good agency should be talking to you weekly, making sure you’re refining your skills, connecting you with photographers who will elevate your book, and guiding your career in the right direction. If they’re not doing that, you’re left figuring it out on your own.
And for many models, this means they’re never even given a chance.
If you don’t fit the exact height, size, or look agencies are pushing, you might be rejected before you ever step foot in the industry—even if you already have clients, bookings, and a successful freelance career.
What Makes a Good Agency?
A great agency is more than just a logo on your profile. They need to be actively working for you in a few key areas.
Portfolio Development & Image Curation
Your agency should help you create a strong portfolio that reflects the best version of you. This means setting up test shoots, guiding you on what makes a good image, and ensuring your book is competitive for your market.
Career Management & Growth
Beyond just getting you work, a good agency helps shape your career—securing high-value jobs, ensuring you’re seen by the right clients, and keeping you in demand long-term.
Bookings & Industry Connections
If an agency isn’t actively securing jobs, it doesn’t matter how good they are at development. The strongest agencies have long-standing relationships with major brands and casting directors. If their models aren’t getting booked for serious work, that’s a red flag.
If an agency isn’t strong in at least two of these areas, freelancing might actually be the better option.
Why Signing With an Agency Can Be a Smart Move
The biggest reason models sign with agencies is simple: higher pay, better clients, and access to bigger jobs.
Agency models tend to get paid more because bookers negotiate on their behalf, ensuring they’re compensated fairly. Their portfolio is hosted on the agency’s website, making it easy for clients to find them without the headache of sifting through Instagram. Being signed also signals professionalism, credibility, and experience, which makes booking jobs easier.
There’s also security—an agency handles contracts, payments, and ensures you don’t get stuck working for free. They also have a duty of care, meaning they (should) only send you to reputable photographers and brands.
For models who want to work internationally, agency representation is by far the best way to secure placements overseas. Trying to do this as a freelancer requires serious financial investment and connections.
But agencies can also hold back models who don’t fit a specific mold.
Even if you’re making a living freelancing—booking campaigns, working with brands, and having a strong presence—many agencies won’t sign you unless they believe they can take a cut of bigger commercial bookings.
This means plenty of talented models are overlooked because they:
Don’t fit agency height or size requirements (even if brands don’t care).
Aren’t seen as “high fashion” enough.
Have an audience or style that agencies don’t know how to market.
The Perks of Going Freelance
Freelancing offers complete freedom—you control your work, your rates, and your creative direction.
Many agencies only sign models who meet very strict height, size, and look requirements, but freelance models aren’t confined by those industry standards. This has created more space for alternative beauty, niche aesthetics, and models who thrive in influencer-driven spaces.
Financially, freelancing also means you keep more of what you earn. Agencies take 20% of your rate, plus GST, superannuation, and any additional surcharges. In total, around 40% of what you make might go straight to the agency.
Then there’s the creative freedom—freelancers get to shape their careers on their own terms. Many agency models are just bodies in a system, taking the jobs they’re given without much control over their brand or image.
But freelancing isn’t without its challenges. The hardest part is figuring out how much to charge and how to secure consistent work. Many freelance models eventually want to be signed, but getting signed can be tough if agencies aren’t responding.
So, What’s Right for You?
If you’re struggling to get agency representation, freelancing isn’t a failure—it’s just a different route. Many successful freelance models make a great living.
But being signed doesn’t guarantee success either. Plenty of agency-represented models don’t get the development, portfolio guidance, or bookings they need to thrive.
Before deciding, ask yourself:
Do I need the structure and security of an agency?
Am I prepared to handle my own marketing, pricing, and outreach as a freelancer?
Am I in a position where an agency would invest in my development?
Both paths have pros and cons, and neither is an automatic ticket to success.
Freelance models need to treat their work like a business—learning how to market themselves and charge fair rates. Agency models need to ensure their bookers are actually advocating for them—and if they aren’t, they need to start asking why.
Should You Go Freelance or Sign?
Well… It depends on your goals.
If you want high-end fashion, big commercial campaigns, or international opportunities, an agency is essential.
If you want total creative control, flexibility, and to work outside the industry’s traditional standards, freelancing might be the better option.
That said, freelancing is much harder and requires serious self-discipline. Many freelance models eventually sign with agencies because the workload of managing a career alone is overwhelming.
But for those who don’t fit traditional industry standards, freelancing might be the best (or only) way forward. Many models have built successful careers on their own, proving that agencies don’t always define success.
The best thing you can do is be informed. Know what you want, understand the industry, and take an active role in your career—whether you’re freelance or agency-signed.
Still unsure? Reach out—I’m happy to help guide models who are figuring it out.
