Image via betabrand.com

Image via betabrand.com

San Francisco clothing label Betabrand, the kind of clothing label that really make you understand the term smart casual, has released a new campaign that replaces models with seriously smart PhD candidates.

“Our designers cooked up a collaboration of smart fashions for spring, so why not display them on the bodies of women with really big brains?” Betabrand founder Chris Lindland told Buzzfeed.

While most of us aren’t really thinking how our brain is going to look in that cute dress we’re trying on in the change room, this campaign is cool for several reasons.

Image via betabrand.com

Image via betabrand.com

Firstly, it’s a nice change from the typical catalogues you see for this kind of smart casual wear – generically pretty models attractively pretending to do every day things.  In this campaign for example, Ines – who has a PhD in electrical and computer engineering (cool!) is reading a textbook while wearing a smart shirt-dress. Plausible. Secondly, the clothes that Betabrand make are ideal for this kind of woman – smart, busy, looking for practical clothes that will do for important meetings but are still youthful enough to not look like she is playing dress-ups in her mother’s power suits.

Thirdly, and most interestingly, the campaign proves that smart women can like fashion too. That it’s OK for smart women to enjoy "frivolous’’ things, and that being sensible and eschewing things like fashion etc does not automatically make you smart. Besides, everybody needs to get dressed.

When Lindland was looking for talent for the campaign he put out a casting call on social media, 60 PhD  candidates and doctorates responded, which says a lot about how easy it is to box people in, and also shows how many women are looking for that elusive pair of pants that will truly get them from boardroom to bar. 

Image via betabrand.com

Image via betabrand.com

Source: Buzzfeed

DailyStyle