[...] Modelling work is controlled by agencies and clients in almost every way: how to look, walk, talk, shave, shop, eat, exercise, relate to others are all dictated on and off the clock. In this way, modelling work is an explicit distillation of the social controls usually implicitly experienced by workers. Modelling is a quite pure neo-liberal experience. As Wendy Brown points out in Undoing the Demos, individuals ‘are expected to comport themselves in ways that maximize their capital value in the present and enhance their future value […] though practices of entrepreneurialism, self-investment, and/or attracting investors’.