After 5 successful competitions in the UK and Australia, award-winning, D plus specialists Curvy Kate are taking their annual Star in a Bra competition stateside. Launching in April the brand will scour America for a naturally curvy, real woman who will become the face and body of the brand.
Although the American average breast size is now above a D cup and the average dress size a 14 or larger, many fashion brands still lack in choosing models that relate to these statistics. Many choosing a model who is on average 23% lighter than the typical US woman. Going against the grain, Curvy Kate are championing shapely figures by searching for a D plus girl who is curvy, charismatic and confident with a fuller body and natural bust.
The Star in a Bra search will be run through the brand’s new USA Facebook page and encourages fans to submit their favourite lingerie shots to win an international modelling contract and a year’s worth of Curvy Kate Lingerie. They will also be flown to the UK to take part in the brand’s latest marketing campaign with fellow UK and Australian winners.
The competition strives to celebrate healthy curves, a positive body image and diversity. Curvy Kate Marketing Manager, Hannah Houston, stated, “We truly believe that our customers should model our lingerie as these are the girls who will be buying it. Our model search isn’t just a one off – it’s here to stay to prove how gorgeous the shapely figure looks in lingerie – wobbles, bumps and all. If you can wear Curvy Kate lingerie – you’re in.”
“We have found a great mix of models since our launch in 2009. From E to J cups and from size 10 to 18 girls – each and every one brings their own personality to our brand and we’re really looking forward to meeting the US winner.”
With the public demanding the use of more realistic images in the media, the Star in a Bra competition champions the use of curvaceous role models and promotes a positive approach to body image, which every woman can relate to. Showing how Curvy Kate’s lingerie ranges look on a fuller bust and shapely frame gives a true representation of how the product fits and supports larger bust line.
Last year’s UK winner, Lizzie Haines 31, said “I entered the ‘Star in a Bra’ to prove I could and then against all my expectations I won! The ‘Star in a Bra’ competition is a fun, enthused and eclectic event celebrating life, diversity and passion. It’s so much more than underwear, it has changed my life.”
With over 2000 entrants in previous years in the UK, the USA search looks set to see an even bigger response with the brand now being sold in specialty shops nationwide, including online retail giant Bare Necessities.
Curvy Kate D – K cup lingerie is designed for fun, flirty girls with a fuller breast and desire for fashion. Utilising gorgeous, fashion-conscious designs and clever engineering, the brand offers variety and flattering, colourful styles normally only seen in smaller cup sizes. Bras retail from $65 to $75