Just read this article on PSFK.com about a new project coming from American Apparel. They basically held a contest on Lookbook.nu for people to submit photos wearing their favorite American Apparel clothing. After going through all the entries, AA picked out 77 people to feature in a new book. It sounds like the majority of the photos that will be used in the book are the actual user-submitted photos. Others will be people that submitted photos but will be re-shot using pro photogs. The books will be given away for free at stores.
Check out the article here or click the picture.