Bluebella hosts Oxford Circus catwalk show ahead of London Fashion Week

10 'models' from Bluebella's Dare To Bare campaign

Lingerie brand Bluebella has launched its ‘Dare To Bare’ campaign with a catwalk show on the famous diagonal crossing at Oxford Circus.

The British label recruited 19 fans of the brand for the shoot following an appeal on Instagram.

Bluebella staged the show earlier this week, ahead of London Fashion Week, which starts tomorrow.

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Bluebella's Dare To Bare models parade across Oxford Circus

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 explained: “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 body confidence issues in the past and saw this as a fun way of overcoming them.

Bluebella Dare To Bare campaign with medical PA Cheyanne March at front

“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.

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

Bendell picked Oxford Circus for the shoot because the diagonal paths on the crossing are similar to a catwalk.

She said: “We are very much a London brand, constantly inspired by the city around us, and this is an iconic London landmark so it seemed like a great fit.”

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