Hayward was discovered after being spotted by Sarah Leon, an agent of Next Model Management.
In 2007, Hayward fronted the advertising campaign of Topshop, a chain of women's clothing shops.
[1][2] In 2009, she featured in a fashion campaign for Agent Provocateur, an international lingerie brand based in the United Kingdom.
[3] She has featured in editorial shoots for Vogue, Elle, Dazed & Confused and Cosmopolitan.
[citation needed] She was in Stephen Frears's The Program 2015 as Lance Armstrong's wife Kristin, and had multiple roles in Sky Arts "Likely Stories" based on Neil Gaiman's short stories of the same name.