The Business Of Modelling

Lauren Gregory is the founder of Crumb Agency, a London-based casting and talent agency representing people across fashion, editorial and creative projects. Her work focuses on casting individuals with personality, perspective and cultural relevance, moving away from traditional model boards and towards a more human-led approach. In this episode, she talks about her journey through the industry, from modelling and working in music to building businesses in hospitality, before returning to the creative world to launch Crumb, and how those experiences shaped the way she approaches casting today.

She explains why she chose to build an agency around “humans” rather than traditional models, and how that reflects a wider shift in what brands are looking for. As casting evolves, there is a growing focus on individuality, lived experience and authenticity, with clients placing more value on people who feel real and culturally connected. She also discusses how casting has changed in practice, from the rise of self-tapes to the importance of personality and connection on set, and why genuine interaction often leads to stronger creative outcomes.

Alongside this, Lauren shares her perspective on the role of AI within the industry, recognising its impact while reinforcing the importance of human connection, instinct and conversation in creative work. She also offers insight into building an agency with a different perspective, the challenges of doing things outside of traditional structures, and why staying clear on your values is key when navigating an industry that continues to evolve.

www.businessofmodelling.co.uk
www.crumbagency.com
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Danni Bramall is a brand and e-commerce strategist who works with businesses to strengthen how they present themselves, trade online and connect with their customers. Her work sits across brand, content and digital commerce, with a focus on making sure creative output is aligned with commercial performance.

In this episode, Danni talks about how e-commerce has become central not only to sales, but also to how modelling work is created and delivered. With the shift from traditional retail to digital platforms, brands now rely on a constant stream of content, placing increased demand on shoots, casting and production.

She explains how models play a key role in this environment, not just in wearing the product, but in bringing it to life, creating connection and helping drive conversion. From movement and expression to storytelling and relatability, she highlights why the human element remains essential within e-commerce.

Alongside this, she discusses the increasing pressure on brands to produce more content with tighter budgets, and how this is influencing decisions around casting, production and the use of technology. She reflects on the rise of AI within e-commerce, where it can support efficiency, but also where it risks reducing opportunities and removing the human connection that makes content effective.

She also shares her perspective on how the industry may evolve, suggesting a shift where AI is used at scale, while real models become more valuable for campaigns, storytelling and higher quality content.

www.businessofmodelling.co.uk
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Marie Owen, founder and CEO of LS Productions, a Scotland-based production company working across advertising, film and content. She has built the business into one of the UK’s leading production companies, delivering campaigns both nationally and internationally.

In this episode, Marie talks about how LS Productions was built, starting without all the answers and learning through hands-on experience across as the business grew. She shares the realities of working in production, including the level of organisation required, the pace of the industry and the responsibility of managing complex shoots with multiple moving parts.
Marie reflects on working closely with agencies, brands and talent, and explains the role production plays in delivering a campaign from concept through to shoot. She discusses the importance of clear communication, strong relationships and practical decision-making, particularly when working under pressure and tight timelines on live productions.

Alongside this, she speaks about leadership and building a team, highlighting how a successful production company relies on the people within it rather than any one individual. She also touches on knowing when to say no, protecting standards and maintaining a strong culture as the business grows.

www.businessofmodelling.co.uk
www.lsproductions.com
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Lili Johnson and Melissa McConnachie are fashion models represented by Colours Model Agency in Glasgow who began their careers in Scotland before moving into international fashion markets. Both were scouted at a young age and gradually built their experience working across editorial, e-commerce and fashion weeks, gaining experience with a wide range of designers and brands.

In this episode, they talk about the early stages of their careers and the realities of starting out in fashion, including the first nerves on shoots and the pressure of being part of castings and shows. They reflect on how their work has developed over time, working with brands such as Zara, Simone Rocha, JW Anderson, Ted Baker, Selfridges and Burberry.

Lili and Melissa discuss the role their mother agency Colours has played in supporting their careers, explaining how guidance from agents and having a strong relationship with them is so essential. They share an honest insight about rejection, confidence and the importance of patience whilst modelling.

Alongside this, they reflect on the friendships that form between models and the importance of having a supportive network in an industry that can often feel fast-paced and unpredictable. Their conversation highlights how modelling careers are rarely linear, and how resilience, perspective and trust in the process are essential for building a sustainable career in fashion.

www.businessofmodelling.co.uk
www.coloursagency.com
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Jason Hall reflects on growing up in Edinburgh and entering hairdressing as a teenager, initially drawn to the energy and personality of the job before discovering discipling and structure it truly requires. What began as traditional salon training developed into a career spanning more than four decades, combining technical precision with fashion-led creativity.

In this episode, he speaks about building his reputation within international session styling and fashion week teams, working across London, Milan, Paris and New York. Along the way he has contributed to shows and creative projects for designers including John Galliano, Thom Browne, Yohji Yamamoto and Rick Owens, as well as major productions such as Tommy Hilfiger's TommyLand in Los Angeles. He reflects on the reality of backstage environments, the pace and pressure of shows, and the mentors who shaped his approach to creative hair.

Jason is open about early setbacks and learning on the job, from felling out of his depth on his first major show to developing the confidence needed to lead large backstage teams. He also discusses how standards across the industry have changed over time, with education, social media and global fashion coverage raising the level of both stylists and client expectations.

Alongside his international work, Jason has continued to run a successful salon business in Edinburgh, balancing loyal clients at home with the demands of session styling. His perspective on success has evolved from ambition and expansion to consistency, loyalty and enjoying the work itself. Throughout the conversation, one theme runs clearly: lasting careers in hair are built through resilience, strong relationships and a commitment to continually improving your craft.

www.businessofmodelling.co.uk
www.jasonhallhairdressing.com
www.coloursagency.com

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