Cambridge technology start-up Sonnet Models are set to change the way aspiring models get onto the books of the world's leading modelling agencies through a newly-launched Facebook application.

    Based on the public's votes, the 'Sonnet Face of the World' competition will allow any aspiring Kate Moss to get the attention of top modelling agencies around the world. Sonnet currently has partners in 33 locations and all finalists will secure contracts with leading agencies such as Elite, Diva, Scene and Click. The winners will fly to one of the fashion capitals for a photo shoot with a top photographer to launch their modelling careers.

    Although simple and intuitive, the application is also incredibly powerful. By gathering millions of consumer opinions from around the world, the patent-pending sorting algorithms will allow modelling agencies to instantly find the best models - even if they have to meet very specific criteria. Finding a model who appeals specifically to women in Miami aged 35-40 may seem like a difficult task, but a simple search on Sonnet will locate the best candidates in seconds.

    In essence, Sonnet is a filter for the sheer quantity of information that bombards modelling industry professionals every day. This is a serious barrier for aspiring models, especially those who have real potential but simply don't get noticed by the right people at the right time. The founders of Sonnet believe that this application will make it easier for the best scouts and the best models to get in touch.

    Mike Chepkin, CEO and co-founder of Sonnet Models, says "The way it works is simple: a model goes to the Sonnet Facebook application at http://apps.facebook.com/sonnetmodels. He or she uploads a photo and submits it into categories, e.g. 'friendliness' or 'beauty'. Facebook users then decide which models they prefer by casting votes and the top models could get scouted by some of the world's leading agencies."

    Sonnetmodels.com (http://www.sonnetmodels.com) is the brainchild of a group of mathematicians from Cambridge University, England, who are using advanced algorithms and data sorting techniques to analyse the voting on Facebook. Founded in 2008, Sonnet's multi-national team consists of experts in the fields of web development, social networking applications, modelling and fashion. Sonnet obtained seed funding in 2008 and secured Angel investment in 2009.