When I first became involved in the lingerie industry, going to trade shows with professional models, modelling lingerie and swimwear on the cat walks and on the various trade stands, it struck me how women don't just want to relate to models, but want to feel that they could be like the girl on the catwalk, in the catalogue or on the website. Its for that reason that when over recent years Just Bras have  taken part in charitable fashion shows we have used largely amateur models to model lingerie. Local women of all sizes, who have the confidence to take to the cat walk and be photographed in their underwear.

It was a natural progression therefore when we found that some of the photographs provided by the manufacturers for display on the website or for advertising, did not meet our needs or gave the wrong impression for us to again use local amateur models. If you were to look at the Just Bras website you would start to see familiar faces, particularly on the main page. Lingerie, given its nature, with the vast array of bra sizes, does not lend itself as more general fashion does to one model being able to model the various styles available with a need for a model able to wear the smaller cup size bras and one for the larger cup sizes. Hopefully we can stick with the two models we currently use for the smaller cup sizes, but when it comes to the larger cups 'F' and above we have a definite need.

We are not unique in the lingerie industry in wanting models who are not professionals, who are not necessarily looking for a career in modelling, but who have the confidence to give it a go. Women who want to do it for themselves and for other women, to say 'Hey, if I can do it and look good in this, so can you!'

Lingerie models are not glamour models and that is most definitely not the look or image we or any similar lingerie stores would want to portray. What is important is that models are not professional, not experienced models, natural with natural boobs, who other women can readily identify with.