By using smart Ph.D. students as models are Betabrand creating buzz. Everything is psychology and since there models are smart the effect is that they starts to get smarter consumers. I call this mirror buzz (what you send out is what you get back in sells).

Betabrand, an online retailer of crowdsourced clothing, just launched its spring line, and the company decided to take a different approach to marketing the new looks: Each of the models would have a Ph.D.
Adweek.com