What Is Catalog Modeling?
When we think of catalogs, we usually think of Target, REI, Bed Bath and Beyond and Walmart. There are hundreds of mail order and online catalogs selling a variety of merchandise; clothing, outdoor equipment, and even Halloween costumes. Their purpose is to entice customers to buy products, using visual and written descriptions – since they are not purchased from inside a brick-and-mortar store.
The model casting is based on the product that the client is selling. Models can range from children all the way up to seniors. Some clients require their models to have specific skills or interests; such as a sportswear client might look for professional or amateur athletes. Nevertheless, all clients want models who are approachable and move well in front of the camera.
Art Directors are typically responsible for booking models, though photographers and stylists can also be given the task. Art Directors gather their creative teams and ensure that their marketing visuals are properly executed. They also maintain an ‘approved’ board, displaying pictures of all the models that they consider for their shoots. If you are ‘approved’, you have the potential to work with that client annually, monthly, or even every week.
Models who get booked on a regular basis can receive significant annual incomes. As a result, catalog clients are considered the bread and butter of the modeling world. Day rates are substantially higher than editorial jobs because catalog work is more driven by advertising, and the photos from these shoots are not always portfolio worthy. However, the rate will vary depending on the client’s budget, as well as the model’s experience and the strength of his or her portfolio.
Like many other shoots, catalog jobs can be held in a studio or on location. If a client shoots consistently throughout the year, they may have an in-house studio and production team. Because outdoor shots are popular in catalogs, some clients travel to another state or abroad to get the appropriate setting and weather conditions. English and German clients have been known to shoot their summer collections in South Africa or Miami, due to consistent warmer climates and sandy beaches.
A model’s job is to emphasize the clothing or product while making it look natural. For example, you may be asked to use kitchen or gardening appliances, or pretend to be socializing with friends. But, for clothing, the movement is fluid and continuous. The most common facial expression seen in catalogs is a smile. However, when a model needs to be serious, it is usually done with a soft, pleasant look. Although the photographer and art director will give you direction, you will be expected to have a ‘flow’; making subtle adjustments to your poses. A slight move of your hand, a tilt of the head, or a change of facial expression will give the client a variety of shots to choose from. Furthermore, if you are able to do this quickly and efficiently, you’ve just increased the chances of the client wanting you back.
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Why Dance Helps Modeling
Clients expect models to be able to move well in front of the camera. They hire models because they not only want to create their conceptualized images to a T, but they also want to capture them in the least amount of time, potentially reducing costs of production. Clients do not want further delays, motivating and directing their models into poses. This is why it is helpful for models to have a dance background.
Models should move with fluidity, poise, and coordination. Whether it is an edgy editorial or a smiley e-commerce shoot, it’s important to adjust your poses and expressions with ease. Even the way you hold your hands or position your feet can make or break a shot. Get used to pointing your toes, and connecting your ankles while keeping your feet out or straight ahead. Turning your feet inwards will give you a pigeon toe look. Unless you are asked to create awkward angles, it can project the wrong body language. Hands should look graceful, by keeping the fingers relaxed and close together. If they are too wide apart or stiff, it can make the pose look clumsy. However, some shoots may require the hands to create sharp lines, particularly for editorials.
Valeska @valeska_miller by Oliver Endahl @balletzaida Music by Joshua Piper @heavypiano
Although we suggest adding dance to your extra-curricular activities to help with your posing, there are bookings that require models to physically dance during the shoot. Karlie Kloss and Liu Wen were photographed for Vogue while showing their dance skills, and Joan Smalls was paired up with professional dancer and choreographer, Lil Buck for the Wall Street Journal. Additionally, more and more athletic wear brands cater to dancers; such as Nike and Reebok. These clients often request models who are, at the very least, amateur or semi-professional dancers for their campaigns.
But, it’s not only your print jobs that will benefit from dance. Runway too! Walking in high heels, making turns on the catwalk, and having the correct posture is all about movement and balance – which are the basics of dance. For instance, to do a full or half-turn without stumbling; you need to find a focal point in the direction of the audience. Staring at this point throughout the turn will force your head to whip around. This is called ‘spotting’, a technique used by dancers to maintain balance.
Applying dance to your modeling will broaden your job opportunities, keep you in shape, and help with your posture, poses, and stamina.
Karlie Kloss by Arthur Elgort for Vogue Australia
Liu Wen by Daniel Jackson for Vogue China
