EYES boggled as a group of scantily clad models posed in a central Bournemouth shop window today.

Crowds quickly formed outside Beales in Old Christchurch Road as three women, all winners of last year’s Model Mates competition on ITV’s Lorraine show, disrobed at the store to promote a lingerie brand’s campaign to find new models.

Passers-by reached for their cameras to snap pictures of the women, who are part of a live roadshow for underwear producers Curvy Kate, which is searching for “real women” to appear in its adverts.

Hannah Isichei, the company’s PR and marketing manager, said she was pleased by the reaction of shoppers.

“Everyone has been saying how good it is to see real women do this type of modelling,” she added.

“I think people are really used to seeing one type of woman modelling and it is nice for people to see someone and think ‘yes that’s what the lingerie would look like on me’.

“That’s why we did it in the first place – because we want to find a model that everyone could relate to, something that was achievable and they could see themselves doing – that’s why these girls are so great.

“We want to show diversity in the media, show all different shapes and sizes so the competition is open to all.

“We want to find a girl from Bournemouth or the surrounding area. She will win a trip to the Mediterranean with us for her and a friend, a stay in a five-star hotel, spending money and then get to come away and do a shoot with us and win a modelling contract.”

For more details, visit facebook.com/curvykate.