An overweight ginger-haired student is winning the race to find Britain's next top model.
Roland Bunce, 24, entered the Make Me The Next Model contest with the dream of launching a catwalk career.
And thousands of people have been voting for him putting him at the top of the voting chart, reports media.
Fans are using Facebook and Twitter to "break the conventional beauty barrier".
Mr Bunce is now way out in front of hundreds of other hopefuls with more customary good looks.
He stands to scoop a £2,000 shopping spree at fashion chain Next, a photo shoot and an introduction to top modelling agency Storm if he wins.
Mr Bunce has 10,000 fans on Facebook and his name has been retweeted 1,500 times on Twitter as far away as Italy.
One fan wrote: "Legend. I've just voted for you", another joked: "He's big, he's round, he's won £2,000. Roland B, Roland B."
Roland said he was "overwhelmed" by the support. The vote closes on June 30 and industry experts will then pick a short list of the 50 best candidates.
A Next spokeswoman said: "We are delighted for absolutely anyone to enter."