How the Modeling Industry Works in Türkiye: Insights from Istanbul

Modeling in Türkiye: What It’s Really Like to Work in Istanbul

After spending years in Türkiye as both a photographer and casting director, I’ve seen enough to understand how the system actually works. This isn’t about pointing fingers at one specific agency — it’s more about the everyday realities and patterns that almost everyone here deals with.

Life Between Castings

The market in Istanbul is busy. Every day there are new castings, campaigns, and shows. Most clients still prefer to see models offline, so people spend hours going from one casting to another. It can feel exhausting at times, but honestly, it’s also the fastest way to grow. Every meeting, even a “no, ” gives experience.

Commissions and Extra Costs

Agencies usually keep 40–50% of every job, and that’s normal here. On top of that, models pay between $600 and $1000 a month just to share an apartment with others. Some agencies even ask $150 for printed comp cards, and I’ve heard stories of $20 per day being charged for a driver — even when the car wasn’t used.

How Jobs Are Priced

Most social media campaign shoots pay between $500 and $1500. If the campaign is for billboards or outdoor advertising, the rate can go higher depending on the contract. There’s no hourly payment system — usually it’s half-day or full-day booking. A lot depends on how well you get along with your agency.

The Messy Side of Communication

Not everything runs smoothly. One model I know was told about his flight to Antalya only when the driver showed up at his apartment — the email had been sent during the night, no call, no WhatsApp. As a photographer and client, I’ve also had to chase agencies with endless reminders about castings and schedules. Things can be slow unless you push.

Test Shoots and Support

Support for models is limited. Many reach out directly to photographers to update their portfolios. I try to help when I can — I give advice, connect people, and sometimes organize test shoots. But there are so many requests that I can’t do it for everyone. Usually, I agree to one free TFP shoot per month, and the rest are paid.

Why Türkiye Still Works

Even with all its problems, Türkiye is still a good place to start. If you’re new, you can build a strong portfolio and find real work. If you’re experienced, you’ll find creative projects that can take you further.

At the end of the day, your agency is not your career. You are. The models who grow fastest are the ones who take action, stay proactive, and build their own image step by step.