JESS: It [their snow-woman] definitely has the most personality. Kind of looks like Björk.
RORY: That’s what we were going for.
Björk Guðmundsdóttir (born 1965), is an Icelandic singer and songwriter, known for her eclectic musical style that draws on a range of genres. Björk began her career at the age of 11 and gained international recognition as lead singer of the alternative rock band The Sugarcubes. After the band broke up in 1992, she embarked on a solo career; she was always more popular in the UK and Europe than in the US.
Her most recent album at this stage was Vespertine (2001), and she had attended the 2001 Oscars wearing a white dress designed to resemble a swan, which along with being from Iceland, might have been factors which inspired Rory and Lorelai to turn her into a snow-woman. That Jess could recognise the snow-woman as being based on Björk shows that he is on a similar wavelength.
(We can see during these scenes that Lorelai and Rory obviously fixed up their snow-woman and gave her a new head, so that she looks like a pretty credible entry for the contest).