Where multinational gigantic competitors use world-famous faces in their marketing, such as Madonna (H&M), Izabella Scorupco (Lindex), Goldie Hawn (KappAhl), the small Finnish fashion chain Seppälä decided to do it differently.Seppälä discarded top models and decided to make their own customers its advertising stars. Not just for one campaign, but for good.The gallery "Supermodels of Their Lives" is a central part of the concept. Anyone without previous modelling experience may register, and the models for every Seppälä campaign are selected from among them. The users themselves provide content for the site that attracts other users.

The "Supermodels of Their Lives" site was launched through TV advertising documenting the principle of the concept. The girl in the street is picked for an audition, only to end up in Paris for a fashion shoot. The message "Do you want to be next?" directed people to the site.The site is a "myspace for amateur models". You can upload your own picture and personal data. The model candidates can be browsed and voted for. The site also presents the current campaign's Supermodels and Seppälä products.