The Business Of Modelling

Jody Furlong is the founder of The Eye Casting, working across fashion, advertising and commercial campaigns, with a focus on casting that feels current and grounded in relatable people. In this episode, he reflects on how he built his career in casting - from early work in the industry to establishing an agency and developing a clear approach to finding the right talent for each brief.  He talks through what casting involves day to day, from interpreting briefs to managing clients’ expectations, and explains why understanding what a brand is really asking for is often more important than what is written down. He also shares the realities behind casting decisions, the challenges that can come with unclear direction, and the importance of communication, organisation and experience in delivering a job properly.  Alongside this, Jody discusses how the industry has evolved over time, including the shift towards more inclusive and real people casting, changes in how briefs are written, and the growing need to balance creative ideas with what is achievable in practice. He reflects on working closely with agents and production teams, the pressures of delivering at pace, and why getting the right fit remains central to any successful campaign.  www.businessofmodelling.co.uk www.theeyecasting.co.uk  

Freddie Abrahams and Daisy Pettinger have both built long-term careers in modelling, working across fashion, lifestyle and commercial campaigns in the UK and internationally. In this episode, they reflect on how they each entered the industry through very different routes, what it took to build careers that lasted, and how the realities of modelling changed once it became their full-time work.  They speak openly about rejection, confidence and the difficulty of separating personal feelings from professional outcomes in an industry where appearance is so closely tied to opportunity. They also talk about the pressure of freelance life, the unpredictability of the work, and how important availability, resilience and professionalism can be in sustaining a career over time.  Alongside this, Freddie and Daisy discuss what it is like to work together as a couple, how the industry has changed since they first started, and how becoming parents has shifted the way they think about work. They reflect on balancing family life with the demands of modelling, the benefits and challenges of both working freelance, and how their priorities have evolved as they have got older. www.businessofmodelling.co.ukwww.sandrareynolds.co.uk/model/freddie-abrahamswww.sandrareynolds.co.uk/model/daisy-pettinger

Dan Kennedy is a celebrity portrait photographer working across advertising and editorial, with a portfolio that includes some of the most recognisable names in the world from Keira Knightly and Angelina Jolie to David Beckham and Gordon Ramsay. His career has developed from early press photography through to high-profile portrait work, giving him a broad understanding of both the technical and practical side of the industry. In this episode, he speaks about the reality of working as a photographer, from navigating freelance life and building relationships to managing shoots with high-profile talent under tight timeframes. He explains how much of the role sits beyond taking the picture, with preparation, organisation and problem-solving playing a central part in delivering a successful shoot. He also shares how the industry has evolved, with faster turnaround times, increasing demand for content and the growing importance of behind-the-scenes visibility. As expectations continue to shift, he highlights the need to stay adaptable, maintain consistency and continue developing both creatively and commercially over time. www.businessofmodelling.co.uk www.danielkennedy.com  

Natalia Littman is an agent and producer at Icon London, working across photography, production and creative representation. With experience on both the agency and production side, she brings a clear understanding of how creative work is developed, managed and delivered from initial brief through to final output. In this episode, she speaks about the realities of working behind the scenes in the industry, from representing photographers and building their portfolios to managing clients, budgets and production on set. She explains how much of the role is built on relationships, consistency and understanding how to position talent in the right way. She also shares how the industry has evolved, with increased competition, higher budgets and the impact of social media changing how creatives are discovered and presented. With more people entering the space, she highlights the importance of clarity, editing and knowing how to present your work effectively. www.businessofmodelling.co.uk www.icon-london.com  

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  

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