The contest is one of a string of admirably progressive social media campaigns the Manhattan-based luxury retailer has launched in recent months, including a Facebook contest to design a Fendi tote and a competition to design one of its store windows on Polyvore.

Like the Fendi design contest, the “Faces of 5F” campaign is hosted on a separate tab on the retailer’s Facebook Page, where users can submit a short questionnaire and two photos from now until June 24. Men and women over the age of 16 without modeling contracts are eligible; semi-finalists will be invited to a casting call on July 7, from which a panel of judges, including Lucky Editor in Chief Brandon Holley, will select the winners.