Why Most Models Shouldn’t Build Their Portfolio Around Swimwear (And What to Do Instead)

Modelling

Apr 6

Let’s just say it plainly: not every model should be shooting swimwear.

It’s one of the most oversaturated, misunderstood, and, frankly, poorly executed categories of modelling in Australia. And while there’s nothing wrong with loving the beach or wanting to feel empowered in front of the camera, when it comes to building a commercial modelling portfolio, too many models are putting all their eggs into the swimwear basket—and it’s costing them.

This might seem quite hypocritical for me to say, but I’ve written this today, having had this discussion a lot lately! While I think most of my work is elevated past that, and I try to subvert many contexts that dominate the niche. I am reliant upon talent to understand what we’re creating, and there have been many times when I’ve felt my work has felt tacky, underdeveloped, or overly sexual and has been left on the cutting room floor. But not every photographer will see it that way, and not every model is either! We all have different ideas, tastes, and goals, and sometimes, we lack a greater context.

Swimwear Looks Easy — But It’s Not

Swim is a genre that seems simple. But making it look high-end is anything but.

Without the right team, styling, lighting, location, and art direction, swimwear shoots can quickly tip into territory that feels cheap, overly suggestive, or just flat-out unpolished. And for models hoping to book real, ongoing work—it’s a big problem.

Why Swimwear Content Often Backfires for New Models

Many newer models see swim as an easy way to get content or grow a following. But more often than not, it backfires.

Why? Because swim requires nuance. You’re not selling a bikini—you’re selling mood, movement, story, lifestyle. Without proper creative direction, it can come off as amateurish or one-dimensional. It doesn’t show range. It doesn’t sell versatility. And it rarely helps you get cast.

In the Australian market—where brand budgets are tight and competition is fierce—clients are looking for models who can shift between genres: lifestyle, beauty, editorial, fitness, fashion. Swim might be part of that mix, but it can’t be the whole story.

Australia Isn’t the Swimwear Powerhouse You Think It Is

This might sting—but it’s the truth. Most of the best swim campaigns aren’t shot here. They come from places like Bali, Spain, Fiji, Italy, and The Maldives. These markets offer consistent light, more diversity in location, and teams who specialise in swimwear photography.

That doesn’t mean Australia isn’t beautiful. It is. I’ve shot all over the coast and will continue to. But it’s a small, closed swim market, and most brands here already have their model lists locked in.

If you’re building a portfolio hoping to break into swim, it has to be world-class—or it won’t move the needle.

When Swimwear Content Starts Hurting Your Portfolio

Here’s what I see far too often: a model has real potential—but her book is full of low-quality swim shoots. The lighting’s bad. There’s no styling. The angles aren’t strong. And instead of elevating her brand, it’s holding her back.

It cheapens the look. Clients notice.

Worse still, some brands won’t book you if your portfolio leans too heavily into swim. They’re looking for versatility. A model who feels aspirational and marketable—not just someone who looks like they only shoot in a bikini.

Should You Still Shoot Swimwear as a Model?

This isn’t a hard no.

Some models have built entire careers off swimwear. Some have landed magazine covers, international campaigns, and incredible personal brands.

But most had luck on their side and did it intentionally, carefully, with creative direction, restraint, and a diverse body of work that proves they can do more.

And for anyone who wants a way to feel good about themselves to enjoy the freedom of expression that I’ve found so enjoyable about the niche, I thoroughly recommend it, I’ve picked it out because I love how dynamic it is and the places I get to see, and the people I get to meet!

Do It With Intention — Or Don’t Do It at All

If you want to shoot swimwear:

Work with photographers and other creatives who understand lighting, storytelling, and how to direct well.
Ensure it fits into your broader career goals and is clear about those. If you aim to make money, swim campaigns are dominated by small brands with lower rates than larger commercial brands.
Use it to show range—not just skin. These shots can look beautiful, elevated, and elegant, but be aware inexperience on both sides of photographers and models will make these feel cheap!
And if it’s just for fun, make sure you enjoy it and take photos you feel good about. Beauty is a feeling, and it’s something we should all get a chance to feel.

Ask yourself honestly: Are you doing this to book work? Or just to post content?

The difference matters.