Model Photoshoot Rates in 2025: What Models Charge (with Dubai Benchmarks)

You’re trying to price a shoot and the model fee is the wild card. Charge too low, you lose talent. Blow the budget, production suffers. Here’s the straight answer: model rates aren’t random-they’re a simple mix of time on set + usage of the images + experience + market. Nail those four and you’ll book the right person at the right price without drama.

• TL;DR: Expect $75-$150/hour for new faces; $500-$1,200 half-day for e‑comm; $1,200-$3,500+ day for commercial; usage buyouts often add 50%-300% of day rate.
• Dubai 2025 benchmarks: 1,500-4,000 AED half-day for e‑comm; 3,000-7,500 AED day; 4,000-15,000 AED day for commercial; luxury campaigns 10,000-35,000+ AED day.
• Cost driver #1 is usage: bigger audience, paid ads, longer duration, and wider territory = higher fee.
• Agency models cost more but save time and risk. Freelancers can be flexible but require tighter vetting and paperwork.
• Simple quote formula: Rate = Base time fee + Usage fee + Expenses (+ agency commission if applicable).

Rates at a glance: what models charge in 2025

Think in tiers. Editorial and test work are the lowest rates, e‑commerce sits mid-range, and commercial/advertising jumps higher because of broader usage and higher stakes. Markets matter too-New York, London, Dubai, and other major hubs pay more than smaller cities. Currency check: AED is typically pegged near 3.6725 to 1 USD, so 3,700 AED is roughly $1,007.

Here’s a quick reality check by experience level and job type. These are typical, not caps. High-demand faces or niche categories (luxury beauty, high fashion, premium fitness) can exceed these numbers.

The biggest driver is usage. A two-hour lookbook with web-only organic use is a different world from a 12-month GCC-wide paid ad rollout. Most agencies separate time-on-set pay from usage, and they’ll price usage by media, territory, and duration. Here’s a practical way to think about it:

Where do these conventions come from? Industry practice set by major agencies in New York, London, Milan, and Dubai; advertiser norms; and guidelines used by professional bodies in advertising and photography when estimating usage exposure. Agencies publish rate cards and usage matrices to clients on request, and they’re generally aligned on the principle: pay scales with reach and time.

Dubai specifics in 2025: good talent supply through agencies and a strong freelance pool, high demand for lifestyle, hospitality, beauty, and luxury campaigns, and many shoots concentrated around Dubai Design District (d3), Downtown/DIFC, JVC/JLT studios, and the desert/coastline. Expect day rates to sit a notch above many mid-tier markets, especially for bilingual or niche-category models.

How to scope your shoot and quote the right rate

Here’s the exact workflow I use to avoid surprises. Start with the brief, not the rate. The brief drives the fee.

1. Define the usage (media, territory, duration). This is the lever that changes everything.
2. Lock the time requirement (half-day, full-day, overtime risk, fittings). Add buffers.
3. Choose the experience level (fit for brand and pace). Be honest about your needs.
4. List deliverables (number of looks, videos, reels, stills, wardrobe changes).
5. Identify constraints (nudity/lingerie, fitness risk, underwater, extreme weather). These can add premiums.

Now price it. Use this simple formula:

Rate = Time fee (half/full day) + Usage fee + Expenses + Agency commission (if any)

• Time fee: the on-set rate. Most day rates assume 8-10 hours with a lunch break.
• Usage fee: percentage of day rate based on media/territory/duration (see table above).
• Expenses: travel, per diem, parking, visas, permits, call-time car, fittings, overtime (usually 1.5× after 8-10 hours), and special requirements.
• Agency commission: often 20% on the model fee and 20% on the client side in some markets; your agency contact will clarify. In the UAE, expect a client service fee baked into the quote.

Example 1: Small lifestyle shoot for a café chain in Dubai Marina. One model, 1 full day, organic web/social usage for 12 months UAE only, no paid ads.

• Time fee: 4,500 AED (mid-level freelance/agency).
• Usage: 20% of day rate for web/social organic, 12 months, UAE only = 900 AED.
• Expenses: 0 (local), plus standard overtime if needed.
• Total estimate: 5,400 AED + VAT (if applicable).

Example 2: E‑commerce day in Al Quoz studio. 70 looks, one model, 1 full day, web-only product pages, 24 months global.

• Time fee: 3,800 AED (agency e‑comm day rate).
• Usage: Often bundled for e‑comm stills; some agencies include organic web for 12-24 months. If not, add 15% = 570 AED.
• Expenses: 0 (no travel). Consider pace support (assistant/runner) to hit 70 looks.
• Total estimate: 4,370 AED + VAT.

Example 3: GCC paid digital ad for a beauty brand. One full day, 12 months paid social + web, territory GCC (UAE, KSA, etc.).

• Time fee: 8,000 AED (commercial beauty category, strong model).
• Usage: 120% of day rate (paid digital, multi-country, 12 months) = 9,600 AED.
• Expenses: 0-1,000 AED (transport or glam prep). Overtime contingency.
• Total estimate: ~17,600-18,600 AED + VAT.

Exclusivity: If the brand wants category exclusivity (e.g., no competing skincare for 6-12 months), expect a surcharge. A common starting point is 25%-100% of the day rate depending on category size and duration. Beauty and fragrance often push higher.

When to use buyouts: If the creative will live everywhere (web, paid ads, OOH) across a region or globally, consider a buyout stated in months and territories. True unlimited forever is rare and expensive; most teams choose 12 or 24 months with renewal options. Ask your agency rep for benchmarks; they’ll reference their internal matrices.

Red flags that spike costs midstream:

• Adding paid media after signing. This triggers usage renegotiation.
• Changing from UAE to GCC or global territory. Same images, bigger audience, bigger fee.
• More looks/videos than agreed. Pace and fatigue matter; builds overtime.
• Late call times that push into 12-hour days. Overtime kicks in at 1.5× (or specified rate).

Checklist to send in your RFQ (copy-paste this):

• Project: Brand + shoot type (e‑comm, lifestyle, beauty, campaign).
• Dates, call times, location(s), backup date.
• Schedule: Half-day or full day, expected overtime risk.
• Deliverables: Approx. number of stills, reels, cuts, and looks.
• Usage: Media (organic web, paid social, print, OOH, TV), territory (UAE, GCC, global), duration (months).
• Exclusivity: Category and duration (if any).
• Wardrobe/hair & makeup: Provided or not; any special grooming requests.
• Rate request: Ask for time fee, usage fee, expenses breakdown, and commission.
• Payment terms: Deposit %, payment window, VAT, invoicing entity.
• Release & contract: Confirm model release and usage clauses.

Pro tip: anchor usage early. Say, “Our baseline is organic web/social, UAE, 12 months. Please price add-ons for paid social and GCC so we can choose.” That keeps you in control of the budget.

Booking, contracts, and Dubai-specific notes

How you find the model changes the price and the risk profile. Agencies in Dubai (often clustered around d3 and adjacent areas) curate talent, manage releases, and guard against no‑shows. Freelancers can be great-just vet carefully and use clear contracts.

What to expect on the day:

• Call sheet: send at least 24 hours ahead (address pin, parking, contacts, schedule, looks).
• Standard day: 8-10 hours with a proper lunch break; runway and beauty days can be shorter but intense.
• Fittings: if held on a separate day, add a fitting fee (common: 25%-50% of day rate for a few hours).
• Release: get a signed model release that matches the usage you paid for-no sneaky expansions.
• Care: provide water, snacks, changing space, and weather protection (shade for desert, heaters for early beach mornings).

Payment norms in the UAE: deposits are common for first-time clients; 30%-50% upfront isn’t unusual. Standard business terms can be 30 days EOM for established clients. Agencies often invoice with VAT; freelancers may provide invoice receipts. Always clarify before booking.

Safety and professionalism:

• Use written agreements. No DMs-as-contracts. Get an SOW and a model release signed.
• Respect boundaries: spell out any lingerie/swimwear, fitness rigging, or sensitive themes in the brief. Consent is explicit, not assumed.
• Chaperones: reasonable if requested for tests/editorials; arrange space for it.
• Scam filter: avoid “pay to apply” castings; be wary of rock-bottom rates tied to unlimited usage.

Pitfalls that kill budgets:

• “Unlimited, forever” usage. It looks simple, it costs a fortune, and top talent will pass. Cap it.
• Category exclusivity without a defined category (“no competitors”). Define the category by product type.
• Not separating paid vs organic social. That line controls your spend.
• Assuming content repurposing is free. New edits or placements may trigger new usage.

Mini‑FAQ

• How many hours is a full day? In most markets, 8-10 hours on set. Overtime often 1.5× beyond that.
• Do rates include hair & makeup? Usually no. Hire HMU separately or ask for a bundled quote if a model does light grooming.
• Are test/TFP shoots still a thing? Yes, for portfolio work with limited usage (no ads). Always sign a release that limits usage to editorial/portfolio.
• Can I pay with images instead of cash? For TFP, yes. For commercial work, expect cash + defined usage. Barter won’t fly for ads.
• What if I need more time or bigger usage after the shoot? Send a change order: outline the new media/territory/duration and negotiate a fair add‑on.
• Do I need a release if an agency is involved? Yes. Agencies help, but the release protects both sides-make it match the quote.
• What about cross-border shoots in the GCC? Price usage for the entire territory you’ll run in (e.g., UAE + KSA + Qatar) and confirm local permits if shooting public spaces.

Quick decision tree to pick your budget lane:

• Is it editorial/test? Aim for TFP-$400 (500-1,500 AED) with tight usage.
• Is it e‑comm or catalog, web-only? Budget $600-$2,200 (1,500-7,500 AED) for the day.
• Is it a paid ad or major rollout? Start at $2,000-$3,500+ (8,000-15,000+ AED) day + usage 50%-200%.
• Is it global and multi-channel for 12-24 months? Expect a buyout several times the day rate.

Last thing: your quote email matters. Clear briefs get faster, better rates. Include your timeline, usage, and budget range. If you need options, ask for a tiered quote (organic only vs. paid digital vs. OOH). You’ll control costs and keep approvals clean.

Direct answer for skimmers: What do models charge for a photoshoot? In 2025, beginners can be $75-$150/hour; agency e‑comm sits around $500-$1,200 half-day or $1,000-$2,200 day; commercial campaigns commonly run $2,000-$3,500+ per day before usage; Dubai rates often land between 3,000-7,500 AED for e‑comm days and 4,000-15,000 AED for commercial, with luxury faces much higher. Usage (media, territory, duration) adds 0%-300%+ on top. That’s the heart of model photoshoot rates.

Ready to act? Draft your brief, price usage clearly, and request a tiered quote. If you’re shooting in Dubai, benchmark in AED, lock timings, and build an overtime cushion. That’s how you book the right face without blowing the budget.