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.