14/08/2014 12:41 BST | Updated 20/05/2015 06:12 BST

The Fashion Brand Hiring PhD Students As Models

San Francisco-based online retailer Betabrand has put its motto - "our customers are our models. Our customers are our designers" - into action for its latest campaign.

The brand rallied up real Ph.D. students to model the new collection and let's just say these ladies look amazing - no shoddy photoshopping (think Target's bikini models), just damn good marketing.

Who better to model the latest line up of boyfriend jeans, shirt dresses and outwear than the actual women they've been designed for? Genius.

When it comes to fashion campaigns we're all for a fabulous, fantasy runway scene but there's something about a high street/online brand working with their target audience that really makes us want to spend our hard earned monies. This campaign is the real deal.

MORE! Check out this video to see more from the campaign everyone's talking about...

Clothing Campaign Features PhDs and PhD Candidates as Models