It's never been more fashionable to not be a model. For autumn/winter 2012, more labels than ever before are shunning catwalkers and celebs alike in favour of fabulously anonymous faces - with incredibly beautiful results.
Leading the designer pack is Lanvin, with its assured Anonymous People campaign: the result of a search for "reality... not reality stars" in the blogosphere. Its one-time models - who you can't have failed to notice in the pages of the latest glossies - range in age from 18 to 81 and, as well as the print campaign, star in a behind-the-scenes-style video that reveals the people behind the faces.
AllSaints, meanwhile, under new Chief Creative Director Wil Beedle, is launching its first ever ad campaign this season. It, too, is embracing the non-model trend (and the internet's thirst for an accompanying viral), opting instead to feature a hand-picked raft of British talents from musical duo Alpines to fine art painter Tomo Campbell, across various media.
This is all nothing new, of course, for French label Comptoir des Cotonniers, which has famously been casting real-life mother-daughter duos in its ad campaigns since 1997. For autumn/winter 2012, however, the brand is "turning the page" on its visual output, and pushing things forward with the idea that it doesn't matter who the girls in the picture are - models, friends, mother and daughter - because they're free to be their stylish selves.
"With a new type of duo, Comptoir des Cotonniers showcases its values of sharing and closeness rather than only family ties and legacy," a press release explains. "The vision of sharing fashion between different styles of women, who are not necessarily from the same family, is at the heart of the message. Who are they? Madame or Mademoiselle, mother or daughter, sister or friend. Everyone is free to identify with them or walk into their shoes."
Vive la diff?©rence!