Karen Millen’s customers have chosen the retailer’s campaign film models, using fashion and lifestyle app Feels to select the final three.
The fashion retailer ran an open casting session via Feels, which allows models to post images of themselves for casting scouts, tagging the labels they are wearing in order to get noticed by brands.
Brands can then contact the models or download images to use in campaigns.
Karen Millen used the app for its summer 2016 atelier collection, which launches next week.
After inviting models to submit their photos, they narrowed the entries down to a shortlist of six. Karen Millen shoppers then used social media channels to vote for the final three models: Jourdan Riane, Laurel Elizabeth and Storm Mollison.
The models appear in a mixed-media film, released on Tuesday and shot by animator and mixed-media film-maker Gemma Yin Taylor.