San Francisco-based e-commerce retailer Betabrand has come up with the unconventional idea of using women with PhDs to advertise for their clothes.
According to cofounder Chris Lindland, the company chose to look out for women who had doctorates. At first, he asked friends and neighbors to model—after he found out that one model was a PhD candidate in neuropsychology at Stanford, he took to Facebook to scout for more of these intellectual women.
The company got 60 responses and arranged to start shooting. Getting intelligent women to model clothes is a first, according to Lindland, and adheres to the company motto, “New Ideas, Non-Stop”.
“It's a privilege to work with models with far more ideas in their heads than I do,” he stated.
Lindland has also created an app named Model Citizen, which he describes as an “open casting call”, using it to crowdsource would-be models. In it, customers can show what they are wearing, helping the brand market itself at the same time.
The idea of using smart women to market the clothes also suggests that women are beyond what they wear—in each photo, the lady’s specialization is highlighted at the bottom, celebrating her expertise.
What do you think of this idea?
[via Fast Co Create]