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Free People Replaces Models With Customers

The boho brand uses photos of customers on the site, instead of models

By Emma Chong Johnston | Published: 25 Feb 2014

Free People Models
Photo: Free People

If you jive with Free People’s laidback boho vibe, you might consider modelling for them. They’ve launched a special section on their site called FP Me, where customers can upload photos of themselves wearing Free People clothes. These get collated into a Pinterest-like page, and you can browse, like and buy as you will.

Customer photos will be replacing the usual model shots for the next two weeks, and Free People’s data has suggested that using photos of ‘normal people’ actually increases sales. Although, the normal people in question are as artfully styled and lit as you’d expect from any blogger worth her salt. Still, we applaud the sentiment.


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