Channel Island department store Creaseys has been rewarded £1000 worth of retail stock for finding Curvy Kate’s newly announced Star in a Bra, Sophie Morgan.
Trained bra experts fitted the 32G contestant in store and encouraged the home grown talent to apply to be the next face and body of the fuller cup brand.
Curvy Kate set up the new prize initiative for the 2012 search to encourage retailer involvement and help widen the search for its next fuller busted model.
Now with over 250 stockists in the UK, retailers helped spread awareness of the Star in a Bra search through promotional flyers, in store advertisements, social engagement and staff initiatives.
The contest, run through the social networking site Facebook (www.facebook.com/curvykate) urged ‘fans’ of the brand to upload images of themselves in their lingerie to enter and become the next Curvy Kate. A shortlist of 30 was drawn up. This was then cut to 10 finalists, from which the winner was selected through a public vote..
Creaseys, which is 113 years old, this year, supported local girl Sophie throughout the competition – with the Bra Star appearing in regular social posts and local press for the two month period.
Creaseys general manager Andrew Pinsard said: “We are thrilled for Sophie and are so pleased she has become the new Curvy Kate model. She is a stunning girl who is also so gracious. We’re all really pleased and proud she can go on to support the brand. Everyone at Creaseys wishes her every success.”
2012 Star in a Bra winner Morgan added: “I can’t put into words how I feel right now. It has been the most amazing few months and I feel overwhelmingly lucky to have met so many beautiful, lovely and kind people along the way.
“Beauty cannot be standardised because everyone is unique, and everyone finds different things beautiful. I have been through a million different emotions since this whole thing began and I have come out on the other side feeling like a totally new person, without ever really changing at all.”
Sophie will go on to model with the brand for the next two seasons as its ‘curve ambassador’ and will front the next Spring/Summer 2012 campaign. She is also looking to make an appearance at Creaseys’ department store as part of a fitting and confidence campaign. The Spring/Summer 2012 collection is currently available in store.