Simply Be and Simply yours have launched a new competition, where entrants must discretely give the retailers a peek of their bra straps from imaginative locations.
The prize for the best will be a new Gossard bra and knicker set every month for a year.
There will be two winners, one from Simply Be and one from Simply Yours, who will be chosen by teams at the company headquarters based on who was the most discrete and the most imaginative in getting their straps out.
To enter, customers should send their photos to firstname.lastname@example.org, along with their name and a mention of which store they buy from.
The best images will appear on the company Tumblr page, with the retailers picking the top five best entries before deciding on the final two winners.