Runway, commercial or e-commerce? Types of modelling explained

Runway, editorial, commercial, e-commerce and UGC work: what each involves and which one suits you.

By CastLyra · September 30, 2026 · 2 min read

"Model" covers many different jobs. Runway, fashion, commercial, e-commerce and UGC work each come with their own expectations and ways of working. Knowing which fits you helps you build the right application and set realistic goals.

Runway models

Runway (catwalk) models present a designer's clothes live, at shows and fashion weeks. The work is about:

walking, posture and stage discipline,
tight rehearsals and timing,
stricter height and measurement requirements,
seasonal schedules around fashion weeks.

Fashion and editorial models

Editorial work covers magazines, lookbooks and brand campaigns. It rewards a strong, distinctive look, range of expression and experience working with creative teams.

Commercial models

Commercial models appear in advertising for almost every sector — beauty, tech, food, travel. Brands look for real, relatable people, so diversity of age, size and look is a real advantage.

E-commerce models

E-commerce models shoot products for online stores: fast-paced studio days, consistent poses and accurate measurements. It's one of the steadiest sources of work, all year round.

Parts models: hands, feet, hair and other detail shots.
UGC creators: natural, phone-shot content for brands' ads and product pages.

Which is right for you?

Ask yourself:

Are you more comfortable on camera or on stage?
Do your measurements fit runway requirements, or will commercial and e-commerce work bring you more jobs?
Whose brand imagery can you picture yourself in?

Many people work across several of these. What matters is shaping your application and photos around the work you want.

Which category to choose on CastLyra

You can choose several categories in the application: model, actor, UGC creator, host/hostess and more. If you have runway experience, mention it in the experience step and your bio. Our team reviews your application and publishes your profile in the right categories.

Start your application · What is e-commerce modelling?