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London Fashion Week kicks off today (check out Yahoo Style UK’s exclusive live coverage) and to help get it started, lingerie clad women st...

Lingerie brand turns Oxford Street into a catwalk to promote body confidence

London Fashion Week kicks off today (check out Yahoo Style UK’s exclusive live coverage) and to help get it started, lingerie clad women staged a catwalk show on one of London’s biggest streets to celebrate body confidence.

Lingerie brand Bluebella recruited 19 fans of the brand to strut their stuff down Oxford Street’s makeshift catwalk dressed in nothing but their skimpy smalls.

Participants in the ‘Dare to Bare’ campaign included a medical PA, a company boss, four students, two actors, a musician, two writers and a fashion merchandiser.

Speaking about the campaign, Emily Bendell, Bluebella chief executive, said was a fun way to help promote body confidence and diversity within the fashion industry.

“We have a history of shoots demonstrating both our commitment to celebrating diversity in beauty and of celebrating the city around us and this was the most exciting yet,” she said.

The brand put a call out on Instagram looking for ‘models’ and were inundated with applicants.

“A lot of the women who posed had suffered from confidence issues in the past and saw this as a fun way of overcoming them,” Emily Bendell continues.

“All the women were amazing on the day. We only had 26 seconds for each take while the green man was flashing, so we had to be super quick. We had a fantastic response from the public who were cheering all the girls.”

“The girls perfectly represented our diverse and sassy Instagram family and they all looked incredible.”