We wouldn’t call ourselves advertising and marketing experts, but we would have thought a buxom model with ample cleavage and curves in all the right places would be the predictable and failsafe choice for a lingerie campaign, wouldn’t you agree? 

So imagine our surprise when we heard that androgynous (but undeniably beautiful) model Andrej Pejic was the spokesmodel for Hema’s mega push up bra – a product which promises to enhance your cleavage by at least two cup sizes.

“It’s revolutionary,” said Andrej Pejic’s Sydney agent Chadwick Joseph Tenni. “I’ve never known a man to do a womens’ lingerie campaign before”.

Neither have we; and despite the unconventional choice of spokesmodel, we think the campaign is actually rather brilliant. For, if the product can give a male model the cleavage it has, as demonstrated in the picture above, imagine the wonders it can do for women? This gets an A+ in our books for smart advertising!

Do you think the campaign is clever or just controversial?

[Fashionista] 

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If you’ve read our review of Wonderbra’s new T-shirt bra, you’ll know that our friends at the lingerie label have also called on us for a spot of style advice.

To celebrate the launch of its perfect T-shirt bra, Wonderbra has asked us, and several other bloggers, to style the ultimate white T-shirt outfit.

And armed with £100 of Very vouchers and a staple tee, that’s exactly what we did.

Below, our editor shows us how she wore hers, and shares her top picks to recreate the look…

Firetrap skinny jeans, £52, available at Very.co.uk; white T-shirt, £15, available at Topshop; POP by PPQ cropped jacket, £49.99 £39.99, available at Very.co.uk; Office cork platforms, £18, available at eBay Fashion Outlet; Iosselliani snake ring, £158, available at my-wardrobe; Falke socks, £6.50, available at my-wardrobe; Daisy Jewellery blue Chakra bracelet, £85, available at my-wardrobe.

For me, a white T-shirt is a wardrobe staple. A slouchy sister to luxe leather or a fitted friend to loose denim, it’s the probably the most versatile piece I own, but when we’re talking about the ultimate white tee outfit, there’s only one route I can run.

A white tee and skinny jeans are a like the jam to my toast – quick, easy and totally tasty. As classic a combination as it is cool, it’s everyday style that doesn’t age.

But a laid-back base like this needs a bit of attitude, and for this, accessories are key. A pair of platforms teamed with slinky ankle socks creates a playful, preppy vibe, and a statement ring adds an air of effortless glam.

Worried about April showers and a spring breeze? Add a cool cropped trench – it’s a great way to add a contemporary spin on a tried-and-tested formula.

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I’ll level with you, I only own one Wonderbra bra. It’s my Full Effect, and though I don’t really need the extra cup size it boosts you to, it’s probably the most comfortable and supportive bra I own.

Thing is, I don’t always want padding or push ups. Perhaps that’s why I don’t always run to Wonderbra as my first choice for every day bras – strictly speciality, I always say – but the lingerie label’s latest design has changed all that.

Enter the T-shirt bra with, wait for it, no padding. Ok, that’s not strictly true, it actually has graduated padding for a customised fit, which means the bigger your bra size, the less padding you’ll wear.

At last, someone who understands my DD’s don’t want the same oomph as an A cup! The concept sounds simple, but it’s actually pretty genius – of all the things we women wear, a bra is the one item that needs a tailor-made fit.

And fit like a glove it does. With super soft, seam free cups, I’m not only supported, I’ve got a smooth shape and a completely natural cleavage. And though I’m well secured, there’s also room for comfortable movement – nothing’s worse than a pair of boobs that look as solid as a rock stuck with super glue.

Functional, form-fitting and effortlessly easy, Wonderbra’s T-shirt bra has become my perfect everyday base.

Get yours at Debenhams here for £21.50 £17.20 – available in sizes 32A – 38DD.

And if you want to know how to style it, stay tuned – Wonderbra has asked us to style the ultimate white T-shirt outfit to celebrate its perfect T-shirt bra. We’ll be showing you how we’re wearing ours shortly.

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Struggling to find a bra to wear with your Valentine’s outfit? We’ve got a solution.

Let’s face it, Valentine’s day is probably the only day of the year us ladies pay as much attention to our lingerie as we should, and to make it worse, we know the guys are watching, too. But knowing which bra design suits which dress can be a tricky business.

To make sure your sartorial dilemas are well and truly solved, we asked our friends at Wonderbra to dish some expert advice on what style bra should be worn with what style staple – and they delivered a handy little guide.

See below for Wonderbra’s top tips to putting your best bust first on February 14th…

Strapless
Going strapless? Look for a strapless bra with maximum non-slip support.

“Make the most of your strapless dress by getting your hands on Wonderbra’s Ultimate Strapless – it really is the ultimate party accessory,” say Wonderbra’s experts. “The unique hand shaped structure means you get that famous Wonderbra cleavage, but without the fear of it sliding down, allowing you to keep dancing all night.”

Black lace Ultimate Strapless bra, £36, available at Debenhams. BUY NOW!

V-necks and small busts
If your bust’s a little on the small side or you’ve got a killer cleavage-flashing dress, try a bra that gives you a natural, fuller cleavage.

“Wonderbra’s Full Effect bra boosts you by up to two cup sizes but gives a natural look because of its’ unique 3D padding which boosts from every angle. The padding is made of a combination of gel, air and foam, making it incredibly light and comfortable to wear.”

Wonderbra Full Effect bra, £29, available at Debenhams. BUY NOW!

Big busts
If you’re well endowed, don’t try and squeeze into something skimpy. Instead, opt for fuller styles that lift and support without sacrificing style.

“To create a bit of oomph without padding, look no further than our D to G range,” suggest Wonderbra. “This range, specifically designed for fuller busts, gives you lift and support to make the most of your natural assets.”

Wonderbra D-G lace and velvet bra, £28, available at Very. BUY NOW!

Awkward necklines
Does your dress come with tricky cut-outs or awkward neck shapes? Don’t worry, you don’t have to brave it without a bra – look for a style with multiple strap options that can cross over, come off and adjust to suit your situation.

Wonderbra Multi Plunge bra, £29, available at Debenhams. BUY NOW!

Make a statement
So you went for that LBD but still want to make a splash?

“Give a certain someone a special surprise and choose a lingerie set in a bright colour to wear underneath a black outfit,” say Wonderbra. Plus, it’ll give your style a new-season shake up, too.

Wonderbra Gel Button bra, £22.50, available at Debenhams. BUY NOW!

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Do you sometimes wish your chest looked a little fuller? Your boobs a little bigger? Two cup sizes bigger, say? Well you’re in luck – Wonderbra has introduced its biggest bust-enhancer to date, the Full Effect bra, which promises to boost you boobs by up to two cups. Naturally, we couldn’t wait to get our, er, hands on one to put through its super-pumped paces.

First off, how does it work? Well, Wonderbra‘s Full Effect uses a clever (and incredibly lightweight) mix of air, gel and foam for a full, well-rounded shape. We say that in a literal sense, of course – it’s fan-shaped padding has been designed to enhance your boobs from every angle.

The result? A pert surprise, let me tell you. Now I don’t particularly need my bust to look two sizes bigger (in fact, I only just scraped into the size barrier), but I’ll welcome a bra that lifts my boobs, gives them a super-smooth shape and keeps them supported any day of the week.

And so will my boyfriend, it seems. “Have you, er, had something done?” he asks when I see him. “It’s just a new bra. Why, do I look different?” I reply. “No, but they do.” Perhaps all the evidence needed to prove this bra does what it sets out to. My boobs feel more secure than usual and, despite my usual avoidance of pumped-up pads, give me an enhanced hourglass shape that I love – and what’s more, it’s noticeable.

Luckily, it’s extremely comfortable, too. The Full Effect’s seam-free side wings are invisible under my T-shirts and sit streamlined against my skin – no red marks here. It’s a simple design, sure (to give it the required smoothness), but it’s satin straps and edging add a subtly sleek touch without being brash.

For obvious reasons, the bra only goes up to a D cup, but if you’re small-chested and need a bust-boost, I’d highly recommend Wonderbra‘s Full Effect for easy enhancement. And if you’re a C or D cup thinking, as I did, you don’t need pads or bigger boobs, for lift and support alone I’d still rate it pretty highly – I really didn’t expect to love this bra as much as I did, but my pert stay-in-place-all-day bust has won me over.

Wonderbra Full Effect bra, £28 £22.40, available in black or nude in sizes 32A – 38D at Debenhams.

And don’t forget to enter the Wonderbra Full Effect competition at wonderbra.co.uk for your chance to attend a fashion show with us and help with the write-up.

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After bursting onto the design scene four years ago, Richard Sorger’s quickly made a name for himself as one of Britain’s brightest ones to watch. Having dressed the classics – Cindy Crawford, Heidi Klum, Jennifer Lopez – and the cools – Courtney Love and Kate Beckinsale – Sorger’s signature couture-embellished designs have become some of the most coveted among the A-list and those in the know.

So much so, in fact, he’s been commissioned to create special pieces for Swarovski and the Victoria and Albert Museum, and has collaborated with ASOS on an exclusive capsule collection to boot, bringing his intricate high-end pieces to the high street.

More recently, though, the designer has been working on his own newly-launched diffusion line, RJS, which showed for the first time at London Fashion Week last month to rave reviews with the likes of Elle Macpherson and Amber Rose sitting front row. What’s more, he’s just teamed up with Wonderbra to judge the lingerie label’s Full Effect competition, where he’s pledged to spend the day with the winner of the stylist experience fitting and customising his trademark A-Z dress especially for them.

We caught up with Richard last week to hear more about his exciting partnership with Wonderbra, what inspires his RJS line, and to see what’s in store from him for spring…

Obviously we’re here to talk to you about your involvement in the new Wonderbra Full Effect competition, but before we get down to the bare essentials, we must congratulate you on your latest collection for spring/summer 2011! Can you tell us a bit about it?

I showed the collection in the Masonic temple at the Andaz Liverpool Street Hotel, which is an awe-inspiring marble room with tiled floors, leather thrones and a ceiling decoration of astrological symbols. I also collaborated with the Andaz Liverpool Street, transforming the hotel’s CATCH champagne bar into a submerged room. The design includes swathes of fabric depicted with delicate blooms of jellyfish and a full length transparent gown suspended from the ceiling mirroring their fluid forms and reflecting the mood of a city immersed in water.

What was your inspiration?

This season’s collection La Méduse captures the fluidity and delicacy of a swarm of jellyfish, examining the creature’s beauty and menace. I took other motifs from swarms of other creatures seen from afar. I introduced digital printing this season alongside my use of traditional couture hand-embellishment. Vibrant hues are used on a silk base illustrating blooms of jellyfish with intensity and fluidity. From afar prints appear as warming flames or delicate flowers seducing the observer before their actual menacing form becomes apparent.

This is your second season for RJS and the first time you’ve shown it at London Fashion Week – how was the experience for you?

Great! It’s always a thrill to work with such a talented team, and to make the show a collaborative success. And we had Elle Macpherson and Amber Rose in the front row.

How does RJS differ from your mainline collection? Is it aimed at a different woman?

The mainline features much more structured clothing and the embellishment techniques I use are quite expensive; it’s an opportunity to run wild with my imagination without commercial constraints. RJS is aimed at a younger woman, it’s more price conscious and I allow myself to have more fun with it.

Speaking of which, how would you describe the Richard Sorger woman?

She’s outgoing and confident – a little irreverent about fashion.

OK, so let’s move onto the Wonderbra Full Effect competition – can you tell us a bit about your involvement?

I was really excited to be asked to be on the guest judging panel for the Full effect competition and to contribute a really special design experience for the stylist prize.

How did the collaboration between yourself and Wonderbra come about? Did they approach you?

I collaborate very closely with Grace Woodward who is also part of the stylist experience and I think that made me a natural choice to take part!

For many girls underwear is an afterthought, but for you, as a designer, how important is it for women to wear the right bra? Does it affect your designs, for example, or the way they’re worn?

When we’re fitting clothes in the studio it’s important [that] what bra is being worn (or not!) is decided upon very early as different bras change the shape of the bust. If a different bra is worn each time we would be forever changing the fit of the dress to match. For my RJS line a lot of the clothes have a looser, more casual cut, often with lower necklines and a good bra, like the Wonderbra Full Effect, gives the perfect natural cleavage.

You’re also a judge for the competition – what are you looking for in the winner of each experience?

I’m looking for girls with a strong sense of their own style and personality. They could be quite off the wall or not conventionally beautiful, which is my favourite form of beauty. I’ll know her when
I see her.

The winner of the stylist experience gets to work with you to customise their own dress – aside from being very jealous, we wondered if you had any ideas in mind already for what you’re going to help them create? Are you going to get stuck in or let them take the creative lead?

I have a design already in production called the A-Z dress which is embellished with an elaborate letter in a circus font. The winner of the stylist experience will come to my studio and we will fit the dress to her, choose the fabric and colour together and go through my ‘library’ of sequins and beads to choose the exact colour and effect of the letter. And the letter will obviously be the first letter of the winner’s name!

Finally, what can we expect from you in the future? Do you have any more exciting projects coming up?

Right now I have to hit the floor running and design next season immediately as the selling collection has to be ready for the first of January which isn’t far away now. I’m about to meet with Andaz Liverpool Street hotel to discuss our next collaboration, then in November I’m going to Dubai to teach a short course. I was invited to go show in Croatia later in the year but unfortunately I’ve had to turn down because of my work load.

If you fancy spending the day designing your own dress with Richard, enter the Wonderbra Full Effect competition at wonderbra.co.uk (as if that’s not tempting enough, you’ll also get to accompany us to a fashion show and help with the write-up!).

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If you’ve happened to walk past Waterloo in the last few weeks, you may have noticed a scantily-clad, well-cleavaged Wonderbra woman on the world’s first 3D billboard. Well, that has something to do with the lingerie label’s latest offering – the Full Effect bra.

Set to boost your cup size by up to two sizes, the Full Effect bra is Wonderbra‘s biggest cleavage enhancer to date (we’ve been testing one out for the past two weeks so we’ll give you the low down in the next few days), using a mixture of air and gel for the ultimate uplift.

So to celebrate its latest addition to the line – and its first ever 3D billboard, of course – Wonderbra is having a little competition for its Full Effect fans to give them the ultimate fashion experience.

If you’ve ever fancied becoming a fashion journalist, a stylist or a buyer you’re in luck, because you’ve got the chance to spend a life in the day of any of their well-heeled shoes with one of three Full Effect experiences.

Now sure, all three sound pretty great – a week at Cosmopolitan or trotting to Paris with WeLoveVintage is enough to send any fashionista’s heart racing – but forgive us for being a little biased towards the stylist experience, because, er, we’re involved!

After spending the day with Britain’s Next Top Model judge and stylist Grace Woodward and customising your own dress with designer Richard Sorger, you’ll get to accompany us to a top fashion show and help us with the write-up.

Enter the competition here to choose your experience – but make sure your entries are good, they’re being judged by a panel of experts.

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