The quirky clothing brand BetaBrand has never followed the market trends, instead it sets its own rules, selling products that are unique to them and promoting them in ways unheard of.
For their new line, the Fall Comedy Collection, the clothing brand hired 14 female comedians and comedy writers to model their attires instead of skinny models, who rarely fit the bill of an 'average woman'.
The Comedy Collection has employed some exceptionally funny females like writer Brenda Hsueh of "How I Met Your Mother"; "Trophy Wife" co-creator Sarah Haskins; the genius behind "Meet My Rapist", a brilliant comedy short film about rape, Jessie Kahnweiler, Carrie Kemper, a writer for "The Office" and "Silicon Valley"; Tracey Wigfield, who writes for The Mindy Project and others, who prove that you can be funny and still be fashionable.
The five-year-old company has also featured interviews on their website with each of these models.
Known as the kickstarter for fashion, Betabrand had managed to outdo their brilliant campaign for the Spring Collection, wherein they hired female models who have PhDs or are PhD candidates to flaunt their pastel-coloured cotton shirts and dresses, utilitarian jackets and a selection of denim styles.
Betabrand content producer Liz Rossof told Elle that they wanted to feature "genuine people feeling comfortable and feeling themselves in their clothing".
The company also has a Model Citizen app that enables customers to upload photos of themselves wearing Betabrand clothes, get their stories published on "Model Citizen Stories" and get a discount on future purchases.
In the future, Rossof says, the company would like to only rely on its customers as models.
Watch below the funny photo shoot of the Fall Comedy Connection uploaded to Betabrand's Youtube channel: