Curvy Kate is about to embark on its first global search for a new face and ambassador of the brand.
The 7th annual Star in a Bra competition is officially open and, for the first time, the search will be taken worldwide with support from Curvy Kate’s agents and distributors.
Previous competitions have focused on the UK and US markets only.
This year, the Star in a Bra search will be run through starinabra.com and promoted through Curvy Kate’s 100,000 strong followers on social media.
The brand will encourage D plus, charismatic girls to enter the competition to be in with a chance of becoming the face of its SS16 collection.
The winner will also be awarded with a trip to the Mediterranean, a year’s supply of Curvy Kate lingerie and a year-long modelling contract with London curve agency, Bridge Models.
Curvy Kate marketing manager Hannah Houston said: "We believe that our customers should model our lingerie as these are the girls who will be buying it. Our model search is here to prove how gorgeous diversity is. We have found a great mix of models since the launch in 2009. Every single one of the girls brings their own spark and personality to the brand and our customers can see exactly how our lingerie would look on a shape similar to them."
UK department stores such as Debenhams and Beales are set to promote the competition by hosting a two-week-long roadshow around the country.
Participating stores including London, Manchester, Birmingham, Glasgow and Newcastle, will hold in-store events with live models, a themed photo-pod, bra fittings and competitions.
The Curvy Kate team will also be joined by Cosmopolitan ‘Catwalk to Curvy’ columnist Laura Puddy and the Self Esteem Team to help judge and choose the top 25 before the competition is decided by a public vote.
The top 25 will be announced on February 24.