Wilhelmina Models
One of the world's most iconic model management agencies
Overview
Wilhelmina Models is one of the most established and recognized model management agencies in the world, founded in 1967. They represent talent across fashion, commercial print, fitness, and lifestyle categories.
The agency manages careers for models at all levels, from emerging faces to established names. Their commercial and lifestyle divisions are particularly active in booking advertising campaigns and brand partnerships.
How It Works
Wilhelmina operates offices in major markets including New York, Los Angeles, and Miami. Their long-standing industry relationships provide access to top-tier commercial and editorial bookings.
Prospective models can submit digitals through the agency's website. Representation decisions are based on the agency's current needs and the applicant's marketability.
Who Uses It
A top-tier agency worth pursuing if you have strong commercial or editorial potential. Submit clean, unretouched digital photos and be patient, as major agencies receive thousands of submissions.
Pricing & Plans
Wilhelmina Models operates on the standard agency commission model where the agency earns a percentage of each booking. Commission rates typically range from 10-20% depending on the market, division, and type of work, with fashion editorial work generally carrying different commission structures than commercial bookings. There are no upfront fees, registration costs, or portfolio charges required to be considered for representation — legitimate model agencies at this level earn revenue exclusively through commissions on booked work. Models who are signed may need to invest in their own portfolio development, comp cards, and travel, though the agency provides guidance on these investments and the expected return. Some divisions may offer development deals for promising new faces that include structured support in exchange for a contractual commitment to the agency. The financial relationship is straightforward: Wilhelmina invests its resources in developing and promoting your career, and earns its return through a percentage of the work they book for you.
Pros & Cons
What's Great
Wilhelmina's name recognition is among the highest in the modeling industry, and being represented by the agency immediately elevates your credibility with clients, brands, and other industry professionals who recognize the caliber of talent the agency represents. The agency's multi-division structure covering fashion, commercial, fitness, and lifestyle means you can be submitted for a wide range of opportunities through a single agency relationship, maximizing your booking potential across different categories. Wilhelmina's offices in multiple major markets — including New York, Los Angeles, and Miami — provide access to the largest advertising and fashion markets in the country without requiring you to maintain separate agency relationships in each city. The agency's long-standing client relationships with major brands, advertising agencies, and publications provide access to high-profile campaigns that are not accessible to unrepresented talent or those signed with less established agencies. Wilhelmina's experienced agents provide genuine career management including strategic guidance on your look, portfolio, and market positioning that helps you build a sustainable career rather than just booking individual jobs. The agency's heritage dating to 1967 provides institutional knowledge about the modeling industry that newer agencies simply cannot replicate.
What Could Be Better
Competition for representation at Wilhelmina is intense — the agency receives thousands of submissions and only signs a small fraction, meaning most applicants will not receive an offer regardless of their potential. The agency's large roster means individual attention can vary, and newer or less commercially viable models may find themselves lower priority for submissions compared to established earners who generate more revenue for the agency. Contract terms at major agencies can be restrictive, including exclusivity clauses that prevent you from working with other agencies in overlapping categories or markets, limiting your flexibility to pursue opportunities independently. The pressure to maintain a specific look, weight, or image can be significant at top-tier agencies, and some models find the industry's aesthetic standards stressful and potentially harmful to their mental and physical well-being. The modeling industry's timeline can be unpredictable, with periods of intense booking activity followed by quiet stretches where opportunities dry up, and agency representation does not guarantee consistent income. If you are signed but not booking regularly, the agency may eventually decide to part ways, which can be emotionally difficult and professionally disorienting after investing time in the relationship.
Our Recommendation
Wilhelmina is the right goal for models with genuine commercial or editorial potential who are willing to compete at the highest level of the industry and understand that top-tier agency representation is the beginning of hard work, not the end of it. If you have a strong, marketable look and professional-quality photos, submitting to Wilhelmina is absolutely worth the effort even knowing that the acceptance rate is low, as the potential career impact of securing representation is enormous. Models in secondary markets or at the beginning of their careers should build experience and portfolio quality through local agencies and test shoots before approaching major agencies like Wilhelmina, as premature submissions can create a negative first impression that is difficult to overcome later. If you are focused on fitness or lifestyle modeling rather than high fashion, Wilhelmina's specialized divisions in these areas may be more accessible than the fashion division and still provide excellent career opportunities. Consider simultaneously submitting to several top agencies — Wilhelmina, Ford, Elite, IMG — as different agencies respond to different looks and energy, and the agency that is the best fit for you may not be the one you expected.
Pro Tips
Submit clean, unretouched digital photos taken in natural light with minimal makeup and simple clothing — major agencies want to see the real you rather than a heavily produced image, as they will handle the professional styling and production once you are signed. Include a close-up face shot, a full-body shot, and a three-quarter shot in your submission, and ensure the photos are recent and accurately represent your current appearance. Do not invest in expensive professional photo shoots before submitting to agencies, as the cost is unnecessary — a friend with a decent camera in good natural light produces the kind of clean digitals agencies prefer to evaluate. Follow up on your submission exactly once after two to three weeks, and accept the outcome gracefully if you do not receive a response, as agencies are reviewing hundreds of submissions and cannot respond to everyone. If you receive an offer of representation, have an entertainment attorney review the contract before signing, paying particular attention to exclusivity terms, commission rates, contract duration, and termination clauses.