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E-Tailer Only Casts Models With PhDs [Pics]

E-Tailer Only Casts Models With PhDs [Pics]
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For its Spring Collection, Betabrand featured women who have PHDs or are working towards one.

Leah Gonzalez Angue
  • 13 march 2014

San Francisco-based online clothing retailer Betabrand puts their own spin on “smart fashion” by using models who are PhDs or doctoral candidates.

The retailer recently launched its new Spring Collection and only hired female models who have PhDs or are working towards one.

Chris Lindland, founder of Betabrand, said in a statement,

When you look beyond the ranks of the professionally beautiful, photography becomes a lot more fun. Our designers cooked up a collection of smart fashions for spring, so why not display them on the bodies of women with really big brains?

Betabrand took to social media and sent out a casting call for women with PhDs or are PhD candidates. Sixty women from around the world responded and applied. Some of the photos were shot in Betabrand’s headquarters, while some models were sent prototypes of the clothing so they can have photos shot where they work.

The campaign is similar to Getty’s Lean In Collection, which featured images of women in empowering ways. In their own way, Betabrand’s campaign helps break down female stereotypes by showing models with more to them than their physical beauty.

View some of the images from Betabrand’s Spring Collection below.

Betabrand-Spring-Collection-models-PhD-2.jpg

Betabrand-Spring-Collection-models-PhD-1.jpg

Betabrand-Spring-Collection-models-PhD-5.jpg

Betabrand-Spring-Collection-models-PhD-4.jpg

Betabrand

Source: Adweek

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