On February 23, a Monday morning, commuters at a London underground tube were treated with a ramp walk by models clad in attractive black lingerie.
The UK-based lingerie brand Bluebella utilised the London's Northern Line tube to showcase its latest spring-summer collection, while brightening the morning travel for many.
The activation was executed at the Tottenham Court Road tube station. The brand chose the underground tube to launch its new creation to give commuters a pre-work 'pick-me-up'.
In one of the published reports, Emily Bendell, founder, Bluebella, says, "Bluebella is all about confidence and enjoyment, and we thought it would cheer up a few commuters on their way to work to watch a catwalk show with gorgeous models. Great lingerie gives you an inner confidence - even if you are jammed against other travellers on the morning commute."
Bendell further adds, "We believe in never saving anything for best, so our lingerie is designed to make you feel fabulous every day. Why not make a grey day special by wearing beautiful lingerie under your clothes?"
One of the models, Jennifer Anstead, says, "It was probably one of the most nerve-wracking catwalk shows I"ve ever done, but it was very exciting and created a real buzz. I loved it. Going underground is a great way to do a catwalk show."
The pictures for the activation were shot by Andy Lesauvage. The activation was widely covered by publications across UK.
Bluebella worked with author EL James in creating the official 'Fifty Shades of Grey Lingerie' - including the "after dark" Black Label collection of highly erotic lingerie which was launched last month to tie in with the movie's release.
Chiswick-based Bluebella was launched by Bendell, an Oxford University graduate, 10 years ago, when she was just 24. She spotted a gap in the market for luxury provocative designs at High Street prices. Bendell's vision for Bluebella Lingerie was simple - provocative, luxurious lingerie that made women look fabulous, with a price tag that was affordable without compromising on quality.
The brand has over 6,000 fans on Facebook and over 4,500 followers on Twitter.