It's a special kind of modelling assignment, open only to those with ginger hair.
Redheads from far and wide turned up to be snapped by award-winning photographer Bianca Duimel, as part of Tauranga's Escape! Arts Festival.
"All people are beautiful," said Duimel. "I have been photographing people for the last 30 years. I find redheads have a particularly aesthetic beauty about them, which I always love to capture."
Duimel has spent the last two years working on Red Matters, a project which aimed to break the stigma attached with being a redhead.
"People are very impressed with red hair, they think it is very beautiful," she said. "But actually, redheads go through a lot of bullying - verbally, as well as physically."
And it was that bullying which inspired Duimel to take action.
"I think by doing a concentration of redheads, you are hopefully sending out a message to people."
The Matamata photgrapher has even released a book featuring New Zealanders with red and strawberry-blonde locks.
"What I wanted to do is to start a discussion as to why we call these people these names.
"They're like everybody else.
"There are still a lot of stigmas and old-fashioned ways of talking to people with red hair, which is over.
"We don't need to be doing that anymore."
Some of today's flame-haired models would feature in her third book, which was in production.