Free People Featuring Real Shoppers as Models

As its name implies, Free People does things its own way, and the bohemian-inspired label’s latest marketing approach is no different.

Last year, the brand launched FP Me, a user-generated community where fans of the brand can upload instantly shoppable photos of themselves in Free People merchandise. Now, the company is changing the face of e-commerce by putting this community front and center.

Customers can now shop directly from the most popular FP Me images on a special page called FP Me Takeover. Simply search through a curated selection of the most popular FP Me images, and purchase what you see.

“We are excited to be one of the first brands to push into this uncharted area, where customers become the face of the brand,” said Director of Marketing Jed Paulson in a press release.

This isn’t the first time Free People has pushed a more interactive relationship with its fans. On the shoppable portion of the site, photos of customers wearing the merchandise sometimes accompany the shopping pages so that viewers can see how various items look on real life people. (No offense, models.)

See the project in action through March 9.