Episode 52 

In this episode, we are joined by Lauren Gregory, director of Crumb Agency who talks about her journey through the industry and how her experiences shaped the way she approaches casting today. From modelling to working in music and hospitality, she shares how stepping outside of fashion gave her a different perspective on people, creativity and building a business. 

She also discusses the shift within casting, as brands move away from traditional models and towards individuals with personality, perspective and cultural relevance. She explains how this change is influencing the way talent is selected, and why connection, conversation and authenticity often lead to stronger outcomes on set. 

Lauren explores how the industry is evolving, from the rise of self-tapes to the impact of AI, and reflects on the importance of maintaining a human approach in a space that is becoming increasingly digital. She highlights why real people, real interactions and instinct still play a central role in shaping creative work. 

Lauren Gregory on Creative Casting, Authenticity and Building Crumb 

Interview by Tessa Dewing for The Business of Modelling Podcast 

Lauren Gregory is the founder of Crumb Agency, a London-based casting and talent agency known for representing people across fashion, editorial and creative projects. Her approach centres on individuality, personality and cultural relevance, moving away from traditional model boards and towards a more human-led way of casting. 

In this episode, she reflects on her journey through the industry, from modelling and working in music to running pubs in Norwich, before returning to the creative world to build Crumb. Drawing on those experiences, she shares how her perspective on people and work has shaped the way she approaches casting today. 

Rethinking the Role of the Model 

Lauren is clear about what didn’t sit right with her early experience of the industry. “I just didn’t feel like a person, really… you were being treated as a product,” she says, reflecting on why she struggled with modelling at times. 

That experience became a driving force behind building something different. “There was no element about it that had any relationship to me as a human,” she explains, which led her to rethink how talent should be represented and valued. With Crumb, that shift is intentional. “The human element is more important than the model element for our agency,” she says. “That’s a byproduct of who they are as people, not the other way around.” 

Building Crumb Around People 

The idea for Crumb came from a desire to approach casting in a more considered way. Lauren was drawn to the potential of creating opportunities for people who might not traditionally be seen. “If you can get a nurse who isn’t expecting it to land a big job… that’s kind of the job done,” she says. 

At the centre of the agency is a focus on who people are beyond their image. “I really love the stories of the talent that we represent… what they stand for,” she explains, highlighting how personal identity and lived experience shape casting decisions. 

This approach has resonated with clients. “The work that clients are most proud of is when they’ve actually connected with the person,” she says. “The images are one side of it, but it’s the person they remember.” 

Casting, Connection and Creative Work Today 

As casting has evolved, Lauren highlights the importance of interaction and instinct. While self-tapes and digital processes have streamlined parts of the industry, she believes something is lost without real connection. “You’re missing a little bit of that one-to-one interaction,” she says, noting how important those moments are in understanding someone properly. 

She also points to a wider shift in how brands think about talent. “It’s got to be about the people… getting the right people for the right brand,” she explains, describing how authenticity and relevance now sit at the centre of creative work. 

AI and the Value of Human Connection 

Discussing the rise of AI, Lauren is pragmatic but clear on its limits. “We really went down a bit of a panicky wormhole with AI,” she says, reflecting on how quickly it became part of industry conversations. However, she remains confident in the role of real people. “We have to be proud of the fact that everything we do is based on humans… that cannot be replicated,” she explains, reinforcing the importance of conversation, instinct and connection. 

For Lauren, the future of casting will continue to rely on those fundamentals. “You can’t make something really cool if it’s not real,” she says, highlighting why authenticity remains central to meaningful creative work. 

Looking Ahead 

Looking forward, Lauren reflects on the direction of the industry and the importance of maintaining its progress. “I really loved the idea that the industry was starting to celebrate difference,” she says, while also acknowledging concerns that some of that progress may be at risk. 

Her focus remains on continuing to build something that reflects real people and real experiences. “Consumers buy into what feels aligned with them,” she explains, reinforcing the importance of representation and connection. 

Overall, her perspective offers a grounded and honest view of the industry, shaped by experience and driven by a clear belief in the value of people at the centre of creative work.