Skip navigation


Jordan Shiel

Career Path: Senior Model Booker & Casting, ASOS & Collusion Studios
Location: UK

Describe your current role and responsibilities.Jordan Shiel

I am now approaching my 5th year working for ASOS.COM - and I still get excited every-time I walk into the offices. My team and I are responsible for booking a minimum of 40 models daily for all E-commerce shoots and projects, (Similar to a fashion week show every single day!). My main role is to create and implement the casting brief across menswear. This involves looking at external trends and forecasting exactly what the customer is looking for aesthetically throughout the year. Relationship building and travelling are key to the role, as I am constantly talking to agencies worldwide- ensuring that we are acquiring the best new faces in the business before our competitors. ASOS really push us in breaking boundaries and their ethos is to make fashion inclusive to everyone. Some of the most satisfying moments in my career have come from being able to push the casting. Examples include; scouting my own models for the faces of our own mens plus size range when no model agencies were representing these kinds of guys. We also recently launched our modesty range, aimed at representing our Muslim customers and offering them more authentic fashionable choices- worn by models who themselves dress modestly.

Why did you decide to study Fashion Communication at Northumbria?

I knew that I wanted to work within the creative fashion industry but not necessarily as a fashion designer. This course offered such a diverse teaching structure- in many areas of interest. It allowed me to find myself and nurture the abilities I knew were there. Having grown up in Newcastle, I also knew how renowned the teaching staff within the fashion department were- they really are some of the best in the business, with links to key industry people!

What are the most useful skills that Fashion Communication taught you?

It taught me to fully be myself- if you believe in an idea and can show that enthusiasm to your lecturers, chances are they will believe in you too! Push your creativity to the maximum! Also, you really don’t just learn from your lecturers, you learn from your peers. A lot of the people I went to university with I am still in touch with and we all follow each other’s careers.

Did you get any work experience / internships while studying?

During term time I worked 3 jobs whilst also studying at university. In an art gallery and in 2 fashion boutiques- these all gave me inspiration towards my projects. I then moved to London and spent the summer working at a fashion PR company.-this lead to me getting an internship at fashion publication Disorder Magazine, which then ultimately lead to a job at AMCK Models. I would advise, get as much experience as possible. It all adds to your portfolio when graduating. There are so many magazines out there that are looking for freelance writers/photographers! Get in touch!

What is the one piece of advice you would give this year’s graduates?

Those late nights in the library are worth it!

Describe Fashion Communication in three words:

Diverse, inspiring, collective

Here are some related courses:

Latest News and Features

Crime scene
Sustainable condenser tumble dryers
View of the countryside from Richmond, London. People on green grass field near lake during daytime
The Crypt at Newcastle Cathedral
Event aims to connect academic knowledge and policy makers
More news
More events

Upcoming events

Grow Your Own – How To Attract, Develop and Retain a Talented Team.
The Building Safety Act and its Implications

Back to top