Tokyo Fashion Brand Taps Public for Crowdsourced Fashion Shoot

Japanese fashion brand Enroute is conducting a fashion show on the streets of Tokyo in which consumers can get paid for taking pictures of models. The models will be walking the streets of the city's Omotesando, Aoyama and Harajuku areas this weekend, and consumers are encouraged to go and take photos of them, and upload them to Enroute's special website using its app. The photos will be reviewed immediately in real time, and the people whose photos are chosen to appear on the site can win 1,000 yen (about $10) from a "cashier man" who will also be on the streets (they have to find him first.) The project was conceived by Tokyo agency Party.