Bluebella the lingerie retailer, dared Instagram women to take part in a Bluebella fashion show in the most iconic of London hotspots… Oxford Circus.
Wearing nothing but sexy lingerie, the instagram women paraded through London’s Oxford Circus, stopping traffic and anything else on their route.
Nineteen real girls, each uniquely beautiful, bold and full of Bluebella attitude. Walked through Oxford Circus creating a storm as onlookers watched in awe. Friendships were made as each of the girls pushed their boundaries and revelled in their spirited confidence.
This autumn Bluebella is daring you too… to bare, to say no, to say yes, to ask for more, to be louder, to fight harder, to be strong and bold and beautiful.
The ‘models’ included a medical PA, a company boss, four students, two actors, a musician, two writers and a fashion merchandiser.
Emily Bendell, Bluebella chief executive, said the ‘Dare To Bare’ campaign was a fun way to celebrate the company’s unique approach to life and fashion and celebrate the city of London.
She said: “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. We put out an appeal on Instagram and were amazed at the response. 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.
“All the women were amazing on the day. We only 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.”
Visual merchandiser Lexi Brown, 26, from Beckenham, Kent, had lost two-and-a-half stone after suffering from ulcerative colitis, which is similar to Crohn’s Disease.
She said: “This was a great way to get some confidence back. I was a little nervous but it was brilliant fun.
“I play roller derby (like rugby on rollerskates) for Kent and still play despite my condition. I hope to try out for Team England next year.”
Rachel Atherley-King, 23, a physiotherapy student at Brunel University in West London, said: “It was a confidence test for me. I wanted to see if I had the guts to stand in the middle of London in my underwear.
“I have had anxiety issues in the past where I didn’t do anything and I thought this was a good way of properly testing if I have overcome them. I think I have!”
The youngest model posing was Chilli McCormack, 18, a make-up worker from Stanford-le-Hope, Essex.
She said: “I’ve loved Bluebella for a long time – it is all about empowering women and its models always have strong, unique looks. It was a lot of fun and people’s reactions were great.”