Personalisation has been a core focus for many online businesses. Rather than treating each customer the same way, companies seek to make the experience more relevant for visitors, by personalising the journey according to their individual preferences. However, one part of the eCommerce experience has yet to be impacted by personalisation - fashion model imagery. Instead of the model photography shown being personalised for what customers find most relevant, every website visitor sees the same images. How could this be different, and what would it mean for brands and consumers?