A strong portfolio is every model’s foundation. It’s not just a set of nice photos  it’s your business card, your CV, and the proof you can deliver what clients are looking for. In this Ask the Agents chat, ICON Melbourne Director Jess Gilbert shares what makes a folio stand out, the mistakes to avoid, and why updating your book is the fastest way to stay competitive.

Q: Why is a portfolio so important? Isn’t my look enough?

A : Your folio is your visual résumé. Before you even step into the room, a client is looking at your book. If your images don’t reflect industry standards, you won’t be considered. A strong folio shows versatility, professionalism, and that you can sell fashion at a commercial level.

Q: What’s the number one mistake models make with their portfolios?

A : Random shots with no flow. One good picture from 10 different photographers doesn’t make a folio. A strong portfolio tells a story  it should feel like a fashion magazine. Include beauty, editorial, and lifestyle shots that flow together and show range.

Q: How often should I update my portfolio?

A: Regularly. If you’re not testing, you’re not moving forward. Fresh images create momentum. Every test shoot is another chance for your name to circulate, your photos to be shared, and for us as agents to reintroduce you to clients. Newness equals opportunity.

Q: How do I choose the right photographer or team?

A : Be selective. A good photographer understands lighting, angles, and how to capture you in a way that feels current and commercial. Add in a strong stylist and makeup artist, and suddenly your images look campaign-ready. Don’t waste time on shoots that don’t elevate your book.

Q: With AI and digital tools taking over, is a portfolio still worth investing in?

A : Yes. AI might take some e-commerce work, but it can’t replace human connection and individuality. A great portfolio combined with a strong social presence is still your best shopfront. If you don’t update it, you risk becoming invisible.

Your portfolio is your business. Invest in it, refresh it often, and make sure it tells a clear story. A strong folio paired with an active social presence is what gets models booked in 2025.