by Low Lai Chow in New Fashion on Thursday 20 March 2014

San Francisco-based e-clothing retailer Betabrand has introduced its new spring line modeled by — as the site helpfully informs us — a ‘ravishing roster of PhDs and doctoral candidates’. As its founder Chris Lindland said in an interview: ‘Our designers cooked up a collection of smart fashions for spring, so why not display them on the bodies of women with really big brains?’ From one stereotype to another stereotype (erm, posing with books and documents?), it looks like a no-brainer.

Via Time