You’ve seen them. Those guys standing outside the storefronts or splashed across the dim, cologne-scented walls of a mall in 2012. Or maybe you've seen the newer, more inclusive iteration on your Instagram feed. The male models for Hollister have always been a specific vibe. It’s that effortless, "I just spent eight hours at the beach and somehow my hair looks perfect" aesthetic. But honestly, the path to becoming one of those faces is a lot different than it used to be.
Back in the day, the brand was synonymous with the "look." You basically had to look like a SoCal surfer who’d never seen a rain cloud. Things have shifted. Abercrombie & Fitch Co., which owns Hollister, went through a massive cultural overhaul after years of controversy surrounding their hiring practices. They’ve moved away from the "look policy" that once dictated exactly how a model—or even a floor staffer—should appear. Now, it’s more about personality and a broader definition of "all-American."
How the Scouting Process Actually Works for Hollister
Forget the myth that you have to be discovered on a surfboard in Huntington Beach. While "scouting" does happen, it’s mostly digital now. Hollister scouts spend an incredible amount of time on TikTok and Instagram. They aren't just looking for a jawline that could cut glass. They want guys who look like they’re actually having fun. If your feed is nothing but moody, high-fashion pouts, you might actually be too high-fashion for them.
Most of the male models for Hollister come from major agencies like IMG, Next, or Wilhelmina. If you're serious about this, getting signed to a reputable agency is step one. Hollister doesn't really do "open calls" in the traditional sense anymore. They work with casting directors who filter through thousands of portfolios.
Sometimes they do "brand ambassador" searches. These are different. They’re looking for real people—students, athletes, creators—who already wear the clothes. If you're tagging @hollisterco in your beach photos and your engagement is high, you're technically auditioning every day.
The Physicality: Is There a "Type" Anymore?
Let's be real. There is still a standard. While the brand is infinitely more diverse than it was a decade ago, they still lean toward an athletic, healthy build. You don't need to be a bodybuilder. In fact, being too bulky can actually work against you. They want "approachable fitness."
Height usually matters. For male models, the sweet spot is typically between 5'11" and 6'2". If you're shorter, you might find work in their "social media" or "lifestyle" shoots, but for the main campaign imagery that goes on the website and in-store displays, height is still a bit of a gatekeeper.
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Skin counts too. Not "perfect" skin—they actually like some character—but they want that "glow." It's that sun-kissed look. Even if you live in a basement in Ohio, your photos need to radiate that outdoor energy.
Why Personality Trumps Everything Else
I’ve talked to casting assistants who say the same thing: "Don't be a robot." During a test shoot, if a guy can't laugh naturally or move without looking like he's posing for a statue, he's out. Hollister sells a lifestyle of youth and freedom. If you look like you're miserable, nobody wants to buy the hoodie you're wearing.
Can you move? That’s the big question. A lot of the shoots involve movement—skating, running, jumping into a pool, or just hanging out with a group. They need to see that you have chemistry with other models. It’s a group vibe.
The "Social" Factor and Brand Representation
In 2026, your "book" isn't just a leather folder of 8x10 prints. It's your digital footprint. Hollister looks at how you interact with your followers. Are you kind? Are you controversial? They are incredibly risk-averse now. After the PR nightmares of the mid-2000s (anyone remember the White Hot documentary?), the brand is hyper-focused on being inclusive and "clean."
If your Twitter is full of rants or your Instagram shows you partying a bit too hard, you’re a liability. They want the "boy next door," but the 2026 version of that guy—someone who cares about the environment, is socially aware, and maybe has a cool hobby like photography or surfing.
The Financial Reality
Let's talk money. Modeling for a brand like Hollister is a "prestige" gig for a young model's portfolio, but it’s not always a massive payday right away.
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- Catalog/E-commerce: This is the bread and butter. You might spend a day or two in a studio in Ohio (where their HQ is located) or LA. The day rates are solid, usually ranging from $1,000 to $3,000 depending on your experience and what your agency negotiated.
- Campaigns: These are the big ones. Billboards, homepage takeovers, global ads. These pay much more because of the "usage" fees. If your face is on every store in the world, you’re getting a much larger check.
- Social Content: Sometimes they just want a "creator" deal. This might be a flat fee for a set of TikToks or Reels.
The Evolution of the Hollister Aesthetic
It's fascinating to see where they are now compared to the Bruce Weber era. It used to be very sexualized. Very exclusionary. Today, the male models for Hollister represent a much wider spectrum of humanity. You’ll see different body types, ethnicities, and styles.
They’ve leaned into "Gilly Hicks" (their loungewear brand) which requires a softer, more relaxed look. It's less about being a "god" and more about being a "friend." This shift has actually opened up the market for more guys to get work with the brand. You don't have to be a blonde-haired, blue-eyed guy from Malibu anymore. You just have to be authentic.
Breaking into the Industry: A Checklist
If you're sitting there thinking, "I could do this," here is the actual, non-fluff way to start.
First, get some "polars" or digitals. These are simple photos. Wear a plain white t-shirt and well-fitting jeans. Use natural light. No filters. No Photoshop. No "Instagram face." Agencies want to see the "raw" you. Take a headshot, a profile shot, and a full-body shot.
Second, don't pay for a "modeling school." They are almost always scams. A real agency takes a commission (usually 20%) from the work they find you; they don't charge you $500 for a weekend class.
Third, target the right agencies. Look for the ones that already have models working for Abercrombie, Hollister, or American Eagle. If an agency mostly does high-fashion runway in Milan, they might not be the best fit for a commercial brand like Hollister.
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Common Misconceptions
People think you need to live in Los Angeles. You don't. While it helps to be near a hub, Hollister often flies models to their locations. Their massive headquarters—essentially a "campus" in the woods—is actually in New Albany, Ohio. It has its own photo studios and sets that mimic a retail store.
Another big one: "I need 100k followers." False. While a following helps, the male models for Hollister are often chosen because they have a specific look that fits the season's collection. I've seen guys with 1,200 followers get booked for major campaigns because they simply had the right energy during the casting.
The "All-American" Shift
What does "All-American" even mean anymore? For Hollister, it means diversity. It means a guy with vitiligo, a guy with long hair, a guy who wears his heritage on his sleeve. The brand has worked hard to distance itself from its "preppy" past. If you look "unique," that is now an asset rather than a hurdle.
They want stories. If you’re a model who also happens to be a D1 athlete or a volunteer firefighter, tell them. Those details matter in a world where brands are trying to "humanize" their marketing.
Actionable Steps for Aspiring Models
- Audit your social media. Remove anything that looks messy or unprofessional. Make sure your personality shines through—show your hobbies, not just your face.
- Take high-quality digitals. Use a modern smartphone. Stand against a plain white or grey wall. Ensure your hair is out of your face.
- Research mother agencies. If you're in a smaller city, look for a "mother agency" that can develop you and eventually "place" you with a bigger agency in New York or LA.
- Practice movement. Watch Hollister’s current video ads. Notice how the models move. It’s never static. They are always fidgeting, laughing, or walking. Practice this in a mirror or on your own camera.
- Stay healthy, not just "shredded." Focus on skin health and a versatile haircut. Avoid trendy "extreme" haircuts that might be out of style in three months.
Modeling is a job. It requires being on time, being easy to work with, and standing under hot lights for 10 hours without complaining. If you can do that while looking like you're having the best day of your life, you're exactly what Hollister is looking for.
Keep your eyes on the "Careers" section of the A&F Co. website, but focus 90% of your energy on getting agency representation. That is the only consistent "front door" to the world of professional modeling for major global retailers.