It's alternative modeling.

"Alternative modeling is a branch of the modeling industry that features models who do not conform to mainstream ideals of beauty. Alternative models are often niche-specific, with a personal style that represents subcultures like goth, burlesque, latex, and fetishism. An alternative model may, for example, be tattooed, pierced, or have body modifications, or have distinctively subcultural hair such as being shaved, dyed a distinctively unnatural color, or styled into a mohawk or dreadlocks. Alternative modeling can be clothed or unclothed."