It’s been a busy couple of weeks for the campaign against Size 0. First Debenhams introduced size 16 mannequins in stores, then Mark Fast chose to use plus size models during London Fashion Week and now Bravissimo have revealed they are to use real customers in their ads.

The UK based company that specialises in lingerie for D-KK cup sizes, sent their customers an email inviting them to apply to be part of their new campaign. Out of the 600 applicants, 40 were then invited for the casting where it was whittled down to the last five women.

The lucky winners are Patricia Arteaga, Leela Tikadar, Riann Quinn, Katie Hardy and Jess Edwards – none of which have previous modelling experience.

Anna Prince, Bravissimo spokesperson said: 'The Bravissimo campaign promotes healthy body image by showing that real women can look fantastic too.

'Our customers have told us that they would prefer to see images of real women than of models. The girls we have chosen are beautiful yet attainable.'