Wonderbra to hold Britain’s biggest lingerie photo shoot

June 18th, 2008 - 11:22 am ICT by IANS  

By Venkata Vemuri
London, June 18 (IANS) Wonderbra is back in the news with a chest full of designs. Whatever shape or size, 1,000 women are being asked to take part in what could be Britain’s biggest lingerie photo shoot. The company is using a cheeky advertisement, which celebrates female ‘diversity’ by flashing pictures of, among others, coconuts, fried eggs, milk jugs and puppies.

“We have created a campaign that culminates in the biggest collection of cleavages in Britain,” says a spokeswoman for advertising group Iris.

Volunteers are being asked to audition June 28. The last time Wonderbra came out with an advertisement of its brassiere was a decade ago with Czech supermodel and actress Eva Herzigova. It caused controversy as well as car crashes.

This time around, Breast Cancer Care is supporting the Wonderbra campaign, if that is any solace to those with a dim view of such exhibitionism.

According to the Wonderbra website, the company is launching a range of D to G cup sizes “specifically designed to enhance and flatter a more curvaceous figure and give you girls that sexy, Wonderbra look you’ve been waiting for”.

The site calls for “confident girls of all shapes and sizes to become our models”. It also hopes to attract “some big names”, which is bound to keep the tabloid press busy this entire month.

Those selected in the audition will fill an entire billboard while there will also be a 2009 charity calendar featuring the models. Wonderbra warns the “traffic-stopping” billboard will be out in London Aug 11.

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