Roland Lepp
CEO
Real people sell. We built the system that proves it, and pays them for it.
Reach is a signal. Results are the job.
ABOUT FMC
We deliver distribution.
Not impressions.
FMC is the marketplace where brands book real talent, and where talent gets paid properly for the distribution they bring.
- Reviewed by hand
- Payments run through Stripe
- iPhone app
- Venues
- 6
01 / WHY WE STARTED
The people who move culture
were treated as disposable.
The people who make a campaign land (models, creators, the faces brands rely on) were picked on a follower count, used once, and paid nothing close to the value they created.
Brands were guessing too: choosing talent on vanity numbers and paying for reach they could never tie to a sale.
So we built the other way round:
talent is the channel, not the content.
The CEO
02 / HOW IT WORKS
Four steps.
Plain verbs.
I'm talent
Apply and get reviewed
Tell us about yourself and your audience. FMC reviews your application before you join.
Build your profile and FMC Score
Add your work and connect your channels. Your score builds from real data, not a follower count.
Apply to briefs and get booked
Browse live campaigns, apply, and agree the booking with the brand.
Get paid when the work is approved
Your fee is released to your own Stripe account when the brand approves the work, or when the review period ends.
I'm a brand
Post a campaign
Set the brief, the deliverables and the budget.
Review scored applicants
See who applied, with their FMC Score and how well they fit your brief.
Fund the booking
Pay through Stripe. The fee is released only when the work is approved or the review period ends.
Approve the work and release payment
Approve the delivery, or let the review period end. The fee goes to the talent and any agency commission is split automatically.
I'm a venue or promoter
Join
Apply as a venue or a promoter. FMC sets up door check-in and events with you.
Offer a deal or bring your people
Venues offer deals and events to members. Promoters bring members in on their own link.
Check members in
Scan the member card at the door, with a shared PIN or named staff logins.
See real attendance and get paid by arrangement
Reports show who came. Promoters are paid by the venue under a signed rate agreement.
03 / THE FMC SCORE
Everyone guesses.
We score.
The FMC Score is a number from 0 to 100 that reads who can actually distribute and convert. Completion and responsiveness are calculated from your bookings and your replies to brands over the last 12 months; reach and engagement are entered by the FMC team until your channels are connected. Six inputs make up the score: reach, engagement, authenticity, completion, responsiveness and consistency, on a scale of 0 to 100 with four bands: Developing (under 60), Solid (60 to 74), Strong (75 to 89) and Elite (90 and above).
What goes in
- AudienceReach and how real it is.
- FitHow well talent matches a campaign. Shown to brands as a separate match percentage.
- EngagementWhat the audience does, not how big it is.
- ResultsBookings completed, replies given, work delivered consistently.
What it is not
- Not a follower count. Reach is one input, not the score.
- Not a ranking of worth. It measures distribution, not people.
Reach isn't the enemy; it's a signal. The mistake is buying the signal instead of the outcome.
- $32.55bnEstimated size of the influencer market in 2025 (an industry estimate, not audited).Source: Influencer Marketing Hub, influencer marketing market size (03/03/2026), 2026
- 2.4xIts estimated size compared with 2021 ($13.8bn).Source: Influencer Marketing Hub, influencer marketing market size (03/03/2026), 2026
- 80%Nearly 80% of influencer collaborations are priced under $300.Source: Collabstr, Annual Influencer Marketing Report 2026, 2026
04 / MONEY, CLEARLY
Released when the work
is approved.
Brand funds the booking
Payment is taken through Stripe, and the booking shows as funded.
Work is approved
Or the review period ends without a dispute.
Fee released
Paid to the talent's own Stripe account.
- Conditional release. Money moves only when the work is approved or the review period ends.
- A double-entry ledger sits behind every number: each transfer, fee and commission is recorded.
- Agency commission is split automatically at every release. No manual invoicing.
We never hold card details; payments run through Stripe.
05 / INSIDE THE APP
Everything in
your pocket.
One account on the website and in the app. These are the parts members use.
Member card and check-in
Your verifiable membership card. Venues scan it at the door to check you in and credit your loyalty.
Places and deals at venues
Find partner venues on the map, claim member deals and save your favourite places.
Connect
Find members by name (anyone who has not hidden themselves), send a request, then chat one to one or in groups.
Gallery
Event photos from venues and members. Everything is reviewed before it appears.
Campaigns and deal messaging
Browse briefs, apply, and talk to the brand about your booking in one thread.
Olivia, the assistant
Ask questions about your account and bookings. When you confirm, Olivia can take actions for you.
06 / THE COLLECTIVE
More than
a marketplace.
THE COLLECTIVE
A monthly issue on the state of the game
Commentary, charts and talent worth watching, written by FMC.
Read The CollectiveNEWS
News
The stories moving fashion, creators and brands.
Read the news →VENUES
Venue deals
Member-only offers at partner venues.
See venues →EVENTS
Member events
Events at partner venues, with check-in on the member card.
See all ways to join →07 / SAFE AND CURATED
Curated.
Private by default.
Applications are reviewed by hand
Nobody joins on a click. FMC staff review each application.
You choose what you share
Members are findable in Connect unless they switch off "Let other members find me". Hiding applies to other members: administrators of FMC can always find them.
Staff do not read private chats
FMC staff see only content that has been reported, and aggregate counts.
Reported content is reviewed
Anyone can report a message, member or photo. A person at FMC looks at it and acts.
Your data, under a clear policy
What we collect and why is set out in full. Read the privacy policy →
08 / FAQ
Questions,
answered.
Who can join?
Talent (models, creators and influencers), brands, agencies, venues and promoters can all apply. Businesses with several locations can apply as a head company. See all ways to join.
How do I get paid?
The brand funds the booking through Stripe. When the work is approved, or the review period ends without a dispute, your fee is released to your own Stripe account. If an agency represents you, its commission is split automatically.
What is the FMC Score?
A number from 0 to 100 that reads who can actually distribute and convert, built from audience, engagement and your real booking history. It is not a follower count and not a ranking of worth.
Can venues and promoters join?
Yes. Venues offer deals and events to members and check them in at the door. Promoters bring members in on their own link and are paid by the venue under a signed rate agreement.
Is my data private?
We collect what we need to run bookings and payments, as set out in our privacy policy. Card details stay with Stripe. You choose whether other members can find you, and FMC staff do not read private chats.
How do I contact you?
09 / CONTACT
Be seen. Be connected.
Be FMC.
Fashion Models Collective Ltd. Company number 17045176.