We’ve been working with some fashion designers recently and, doing all kinds of research, I’ve been thoroughly impressed with the creativity applied in fashion communication recently (see previous posts here and here). 
The social media expert we work with on this fashion project pointed me in the direction of Chictopia, a community platform for people who are passionate about fashion. People show what they’re wearing, rate each other’s outfits and review products. Obviously, it’s a fantastic way for brands to do some research, talk to their clients and even (subtly) push some of their products (although Polyvore seems to do that better).
And now American Apparel (the 3rd most popular brand on the network) has gone one step further created an ad campaign with the highest rated ‘models’ from Chictopia.
Genius move, yet so simple and obvious. So double genius.