Curvy Kate is heading to the United States in search of its next Star in a Bra.
The D-K cup label said it will invite women, regardless of shape, size or age, to enter its the competition to be in with a chance of starring in the brand’s latest photoshoot.
The winner will also offered an international modelling contract with TRUE Model Management.
Curvy Kate, renowned for its body-positive movement, shocked US lingerie giant Victoria’s Secret in 2015 with a spoof of its ‘Perfect Body’ campaign.
Challenging the notion that there isn’t one ‘perfect body’, the Star in a Bra competition celebrates diversity and champions the use of more realistic and varied bodies in the media.
After the application round, a selection of entrants chosen by a judging panel will be invited on an all-expense paid trip to New Jersey to shoot at retailer, Bare Necessities’ head quarters.
From these ‘live auditions’, successful entrants chosen will then go head-to-head in a public vote. The winner will be announced on the November 15, 2017.
Curvy Kate head of marketing, Hannah Isichei said: “As a brand we have never worked with professional models and over the years have built up an army of body-loving, public ambassadors – ready to shake up the notion of the ‘norm’. Star in a Bra is open to all, no restrictions and no experience necessary. We want to see a bigger array of models in the media, so that every one of us has someone they can relate to.
“Although the industry has moved forward, there is still a lack of women of colour, trans models and women of different abilities modelling. We know these women and we are these women, so how about the model industry reflected who society is.”
The entry stage will run from now until September 20 on starinabra.com.