Betabrand ... Ah, when advertising, marketing and PR collide ... A PR stunt ... that worked. Well, if story pickup & increased sales are the only goals. One Betabrand co-founder is quoted saying (a) he thinks it's a first [well, a first what?] and (b) sales are happening!
Fast Company (coCreate) seems to have found it first, at least based upon a Google search and dates of various posts. Fashionista blog styleite was next. Major media like Adweek and Time were hot on their tails (Time followed/quoted AdWeek) . I'm betting many others will bite, too. Let's just watch for all the newspaper & TV pickup.
Some will mention, others will try to set aside, the obvious continuation of a stereotype (the models are still all pretty & thin). We'll continue to hear it talked about as "real woman" marketing, etc. ad nauseum. No, this isn't Dove 'Real Beauty' for example. Yes, these women may be real ... but they are not the norm - in body-type or education level.
What I'm waiting for? The revelation that the photos were ... Gasp! wait for it ... Photoshopped!
FastCompany / coCreate: http://www.fastcocreate.com/3027304/using-female-phds-as-models-betabrands-e-commerce-edges-closer-to-becoming-the-flickr-of-fas#4