Top Models vs New Faces for Fashion, Marketing & Advertising

Whether a shining superstar with millions of followers or a fresh face that nobody has heard of – the choice between an established top model and an emerging new face often determines whether a campaign goes viral or gets lost in the noise of social media. For brands, agencies and creative directors, this decision is one of the most strategically important in the entire production process. We show you what lies behind both concepts, their advantages and disadvantages – and why the fashion world needs both.

Overview hide

Top Models: Brand Power and Emotional Appeal

New Faces: Fresh Energy and Untouched Authenticity

Top model vs. New Face: The direct comparison

Models in modern advertising: Strategy rather than chance

Checklist: Are you ready for your first campaign?

Frequently asked questions about top models and new faces

Top Models: Brand Power and Emotional Appeal

A top model brings more than just a beautiful face. They carry a reputation, a story and a community. By casting an internationally recognised face in a campaign, a brand simultaneously buys credibility, reach and emotional resonance. Customers recognise the face, associate it with quality and automatically trust the brand more. This is the principle of the so-called halo effect – and the fashion industry has been using it deliberately for decades.

Top models often have years of experience on international runways, know the most important Big 4 Fashion Weeks inside out and know exactly how they must stand, sit or walk in front of the camera. Anyone who has walked the catwalk at the New York Fashion Week dates, the Paris Fashion Week or the Milan Fashion Week has developed a body awareness and professional routine that you cannot teach a newcomer in two shoot days.

What sets top models apart

The decisive difference lies not only in their level of fame. Top models have an extensive portfolio, a professional network and the ability to deliver consistently even under difficult conditions – poor lighting, nervous teams, tight schedules. They know how to master the runway and catwalk, are aware of the expectations of large production teams and can bring their own style to the table without diluting the brand message. That’s worth its weight in gold for big budgets with high pressure.

In addition: Established models are usually booked through top modelling agencies that guarantee a smooth process. Contracts, briefings, rights – everything is handled professionally. Anyone wanting to know how such agencies work and what they cost should find out in advance whether a modelling agency charges fees or works on a commission basis.

New Faces: Fresh Energy and Untouched Authenticity

New Faces – that is, models at the beginning of their careers – have a significant advantage: they appear genuine. In a time when consumers increasingly demand authenticity and critically view perfectly styled glossy advertising, an unknown face can sometimes be more effective than a familiar name. The gaze is untouched, the energy fresh, the curiosity tangible.

For brands looking to reposition themselves or target a younger audience, New Faces are often the better choice. They fit the zeitgeist, are not yet oversaturated on Instagram and TikTok, and create a discovery effect: the audience feels as though they have discovered someone themselves – which creates a sense of connection. Anyone wanting to break through as an up-and-coming model should inform themselves about the requirements for becoming a model just as thoroughly as about the specific steps to become a model.

The path from New Face to booked model

Entry into the industry is more structured than many think. Those applying should first know the most important model measurements and requirements. It should be noted that not every agency works according to the same criteria. There are certainly model agencies without minimum size requirements that deliberately focus on diversity. The segment of becoming a curvy model is growing strongly and offers new opportunities for models beyond classical conventions.

Preparing a professional casting is essential – and anyone who brings along a model portfolio for the casting already has a clear head start. First impressions count, and agencies often decide within seconds whether a newcomer has potential. Anyone living in Germany can specifically approach a model agency in Berlin or a model agency in Hamburg – both cities are strong locations with international connections. Model scouting is also an important way to attract the attention of agencies.

“A new face brings energy to a campaign that no budget in the world can buy. It is this sparkle that has not yet been worn down by a hundred shoots – exactly that is what the camera senses.”

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Top model vs. New Face: The direct comparison

Which option is better depends strongly on campaign goal, budget and target audience. The following table provides a structured overview of the main differences:

Criterion	Topmodel	New Face
Recognition	Internationally established	Unknown / emerging
Cost	High to very high	Low to moderate
Experience	Extensive, experienced	Limited, eager to learn
Authenticity	Brand image shaped	Fresh and unspoiled
Social-Media Reach	Very large	Growing / buildable
Booking Effort	Via major agencies	Direct booking possible
Suitable for	Prestige, luxury, reach	Brand refresh, young target groups
Risk	Image transfer, costs	Uncertainty, lack of experience

Models in modern advertising: Strategy rather than chance

The decision to choose a top model or a new face is not a matter of taste – it’s a strategic one. Advertisers who are successful in the long term think in terms of target audiences, messages, and platforms. A luxury perfume that focuses on prestige works best with an established face. A sustainable streetwear brand aiming to reach Gen Z will perform better with an authentic newcomer.

What’s more, models are no longer used only in classic campaigns. They are brand ambassadors, content creators, and community builders all in one. Those who want to model part-time can build their own reach through social media – this makes newcomers increasingly attractive to brands with smaller budgets. However, you should always rely on reputable modelling agencies and avoid agencies that operate without transparent terms and conditions.

International Markets and Their Particularities

Anyone wanting to think globally must be aware of local peculiarities. What works in Germany may sound very different in New York or London. Models who want to work internationally should find out about the requirements in different markets – for example, what it means to become a model in New York or become a model in London. Becoming a model in Frankfurt is also a valid entry point for the German-speaking market. Working with models abroad also opens up entirely new perspectives for models who want to expand their careers internationally.

Anyone wanting to enter the fashion circus should also keep an eye on the dates of the most important fashion shows. The London Fashion Week and the Fashion Week Berlin are important must-attend events – not only for top models, but also for newcomers looking for scouting opportunities.

What to consider when choosing an agency

Whether New Face or up-and-coming talent – anyone wanting to model professionally needs the right agency behind them. Before contacting an agency, it pays to gather the most important information: What are the minimum heights for modelling agencies? Are there alternatives for models with different body proportions, such as becoming a model in larger sizes? And how do you even write to an agency? Tips on this can be found under how to contact a modelling agency. Also important: modelling agencies without fees are the norm – anyone who is asked to pay before being booked should be cautious.

Checklist: Are you ready for your first campaign?

Whether a top model contender or a New Face – these points should be ticked off before your first professional booking:

☐ Professional headshots created
☐ Model portfolio up to date and complete
☐ Measurements and requirements checked
☐ Serious agency researched and contacted
☐ Casting appointment prepared
☐ Own social media profiles maintained
☐ Contract terms understood and checked
☐ Informed about earnings and fees
☐ Walkway basics practised
☐ Application submitted to CM Models

Anyone who can tick all the boxes is well prepared. Take the first step now: Apply now and become part of the community.

Frequently asked questions about top models and new faces

How much does a top model earn compared to a new face?

The differences are significant. Top models with international appeal can earn five- to seven-figure fees for individual campaigns. New faces start much more modestly – often with daily rates in the three-figure range, which increase with growing experience and visibility. For more details on earning potential, see How much does a model earn.

Which agency is suitable for beginners?

It depends on your location, your measurements and your goals. For beginners, it’s advisable to first take a look at the Casting at CM Models as well as local agencies. A good overview is provided by comparing the Top 10 Model Agencies. Important: Only use reputable model agencies that do not ask for upfront fees.

Do New Faces need to meet certain measurements?

Classic runway measurements are still a requirement for many agencies – but no longer everywhere. The industry is opening up to more diversity. Find out about the common model measurements and requirements and check whether there are agencies without minimum height requirements that better suit your profile.

Is it worth pursuing a career in the fashion industry as a side job?

Yes, absolutely. Many successful models start as a side job and gradually build up a portfolio through their first jobs and social media presence. Anyone wanting to model on the side should be flexible, reliable and clear about their goals. With the right agency and a professional appearance, getting started is possible alongside a job or studies.