Los Angeles

Los Angeles is one of the strongest modeling markets in the United States, offering steady opportunities across commercial, lifestyle, fitness, beauty, and e-commerce. With countless brands, production companies, and retailers based in Southern California, LA provides consistent work that appeals to both new faces and experienced models.

Unlike New York, which is driven heavily by high fashion and editorial, Los Angeles agencies place more emphasis on versatility and a relatable, approachable look. Models of varying heights, body types, and personalities often find a place in this market, particularly when they can adapt to a range of clients.

Inside this guide, you’ll find:

• Breakdown of the types of work Los Angeles is best known for, including commercial, e-commerce, lifestyle, fitness, and beauty

• Agency expectations and the importance of flexibility in look, personality, and professionalism

• Insights into how LA’s client base differs from New York, with more emphasis on lifestyle and commercial campaigns than on high fashion

• Commission structures and typical rates across commercial and digital bookings

• Housing and lifestyle details, including model apartments and the realities of LA’s cost of living

• Transportation challenges in a sprawling city where castings and jobs are spread widely

• Cultural expectations in the LA market, where reliability, adaptability, and professionalism are essential for success

Los Angeles is valued for its breadth of opportunity and year-round demand. For models, it can provide consistent bookings and long-term growth in commercial and lifestyle sectors. For mother agents, it remains a market well-suited for talent development, particularly for models who bring versatility and professionalism to a wide range of clients.