Curvy Kate has announced the winner of its fifth annual Star in a Bra competition, which attracted record numbers of voters.
More than 700 aspiring D-cup models entered the contest, which was held on Facebook and attracted international media attention. More than 88,000 users on the social media site shared the competition, and the Curvy Kate brand, with friends.
Contestants were able to enter via mobile devices and desktops, a new feature for the 2013 edition of the contest. At the beginning of 2013, Curvy Kate was exposed to roughly 9,000 Facebook users a month, but the competition has increased that figure to over 31,000.
The brand’s dedication to using models with voluptuous figures has earned them a greater following as well, in accord with public demand for realistic women in advertising. Retailers including Tesco, Bravissimo, Figleaves.com and Shop Direct helped promote the campaign, and Debenhams served as the main retail sponsor and judge.
The winner, Lotte Williams, is a 30G London student who learned about the competition through her job at Boutique 65, an independent Curvy Kate retailer. Williams promoted herself via leaflets, in-store events and acting as a living mannequin for Boutique 65.