Ready for Your Close-Up? Why One Fashion Brand Is Turning Customers Into Models

Fans replace professional posers for two weeks during a community takeover of the site

Remember those childhood dreams you once had of becoming the next Cindy, Naomi or Claudia? All hope may not be lost to claim your modeling moment.

Starting today, the clothing brand Free People is swapping professional poses for customer shots on its website. For the next two weeks, the retailer’s FP Me Takeover category will feature popular curated products that have been most “hearted” by the site’s community, and the images will show the items worn by costumers, rather than the brand’s usual models, which include the likes of fashion darlings Karlie Kloss and Dree Hemingway.

“We are excited to be one of the first brands to push into this uncharted area, where customers become the face of the brand,” Free People’s Jed Paulson says in a news release. “We are so pleased by how our Community has embraced FP Me over the past year, and we look forward to our customer’s response to the FP Me Takeover category.”

The FP Me community, launched in February 2013, allows fans to share and upload their own fashion photos, create product collections, “heart” products, photos and more and connect with fellow users. According to the release, some 30,000 images have been uploaded to the site.

From the look of things, Free People has some pretty gorgeous fans with some pretty great style. Citizen models? If this venture brings in the big bucks, it may finally be time to get ready for your close-up.

Lesley Kennedy writes for Follow ShopAtHome on Instagram @shopathome and Lesley on Google+.

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