Some bright spark or sparks at a UK lingerie company had a notion.
They'd use a new campaign to promote not only their brand, but the idea that women need not be impossibly thin.
Where did they find these women?
From their customer base.
Bravissimo contacted 600 customers, holding castings before narrowing their choice down to five.
Shot in a series of kitch poses sporting the brand's underwear, the attractive women had no previous modelling experience.
Anna Prince, Bravissimo spokesperson said: 'The Bravissimo campaign promotes healthy body image by showing that real women can look fantastic too."