The power of a bra to turn a model into a supermodel is a passe. These days you just cannot launch a new lingerie line without the help of an already famous figure endorsing your brand.
There is a new generation of celebrities whose cleavage is giving Britain’s underwear business a huge boost. In the past three months, about a dozen have been trumpeted as the designers and ‘faces’ of new high-street lingerie collections.
Kate Moss’s Agent Provocateur film was followed by the ever-increasing succession of new cele-bra-ties chosen for their public profile, creative talents and, of course, their cup-size.
Pop princess Sarah Harding, 25, of Girls Aloud, modelled as the winter poster girl for Ultimo - a past role of Rachel Hunter, Penny Lancaster and Helena Christensen. Sophie Anderton, who shot to fame as a Gossard Girl, is the new face of La Senza’s Christmas collection. Debenhams, meanwhile, has secured the services of Rolling Stone daughter Jade Jagger to promote a new lingerie range - Adore Moi - everyday lingerie with a “French boudoir” feel.
Years ago, super stars such as Marilyn Monroe or Jayne Mansfield would never have launched lingerie collections, but today, girls such as Katie Price and Caprice feel pricey after having launched lingerie collections and making a big bust something to be proud of.
this new let see what?
