Fuck the pretty faces and million dollar fees of the fashion industry!Bring on real persons with real lives, but still stand out from the crowd.We call them the "secretly famous", a thought provoking label for those who are in a position of power and/or credibility, but whom you nevertheless walk past in the street without recognising.We made them our brand ambassadors - our "not so pretty, but damn charismatic" people.And we let the users themselves nominate and choose between them in an online environment, and thereby define the future faces of Pilgrim.