Moscow, 2022/2023. My international consulting business was at a standstill. While others waited, I chose an experiment: I dove into the world of Russian modeling and checked out some modeling schools in Moscow. What I found was a lesson in vanity, hard work, and the difference between true craft and assembly-line industry scams.
Anyone who thinks modeling is just about “looking good” is quickly proven wrong. To be a roofer, you must learn the trade. To be a model, you must learn to master your body. But in this industry, people’s dreams are often used as bait.
Behind the Scenes of the Modeling Schools in Moscow: The Scam Machinery
Before I found my school, I looked at the system from the inside—as an applicant for a “scout” position at an agency in a Moscow City skyscraper. In an anonymous office, they were running an assembly line. The goal: lure candidates with false job promises and sell them overpriced photo shoots.
I saw the sales scripts; I learned the tricks. The agency owner even asked me directly if I could “reconcile this with my conscience.” They wanted someone to sell dreams coldly. As a German with a certain moral compass, it was immediately clear: this is a predatory system. However, this experience was invaluable—it sharpened my eye for what is genuine.
Rescue in the Atelier: A.B.A Models and the “Masha Factor”
My experience at A.B.A. Models was completely different. Instead of a sterile office, I found a massive old-world apartment with high ceilings, brick walls, and parquet floors—a place that immediately reminded me of Berlin artist studios.
Here I met Scout Diana, who gave no fake compliments. When she saw my birth year, 1979, she questioned it in disbelief—the surprise was real, not a sales tactic. And then there was Masha. Model, booker, and the soul of the school. Under her leadership, the three-month course became a rigorous drill reminiscent of my karate training:
- Repetition: Practicing steps, poses, and looks a thousand times until they stick.
- Analysis: Filming, watching, taking feedback, and improving.
- Versatility: Everything from choreography and theory to acting elements.
The Reality Check: Mentors vs. Flatterers
In a reputable school you don’t meet only salesmen; you meet professionals who live and breathe the industry. My experience there was defined by brutal honesty. While many participants were beginners, I arrived with the experience as an actor. I already knew how to work with the camera and control my gaze—but that didn’t mean I got a free pass.
Constructive Criticism over Compliments A good coach doesn’t flatter you; they fix you. Even with my background, I received direct, uncompromising feedback. My posture needed work, and I was given specific back-training exercises to improve my physical presence. For men, the “walk” might be more straightforward, but the women in the class were put through absolute drill—walking in high heels for hours until it was perfect.
If it doesn’t hurt, it’s not working A real modeling school in Moscow is not a comfortable place. It’s a training camp for the eyes and the body. You learn from people who tell you exactly what you are doing wrong today so you can do it right tomorrow. If a school only tells you how “amazing” your look is, they aren’t interested in your career—they are interested in your tuition fee. High-level presence is built through correction, not through comfort.
Some Insider Hacks: How to Survive the Modeling Industry
During this time, I learned more than just how to walk; I discovered how to navigate the modeling industry with some smart, practical strategies. Two of my modeling portfolio tips:
- TFP (Time for Print): Instead of spending a fortune on photographers, use the “Time for Print” model. Work with photographers who are learning or looking for artistic projects—work in exchange for photos. Both sides benefit without money changing hands.
- The “Wardrobe Borrowing” Strategy: For high-end shoots, I bought clothes worth thousands of euros, kept the tags on, did the shoot, and returned them (cleared with the shop beforehand). I always kept a piece or two—keeping the sellers happy while making my portfolio look like a high-fashion magazine.
My Conclusion: Presence is Currency
For me, the modeling schools in Moscow were indispensable “general education.” Whether on a runway, in front of a camera, or in a tough business negotiation: Presence is learned through training.
Anyone looking to enter the modeling industry today should look closely: Are they complimenting you just to sell you a course? Or are they telling you that hard work lies ahead? Look at the location and the people. At A.B.A, I found transparency and real drill—and that is what leads to real bookings and maybe a modeling career in the end.
Links and ressources about my modeling in Moscow:
Here you can see some impressions from my time at the A.B.A. modeling school
My favourite modeling school in Moscow A.B.A. Group
Link to my office in Moscow
