As Fashion Week draws to a close and the size zero debate is reignited, it appears a refreshing change is in the air.

First Canadian designer Mark Fast sent 'plus size' models down the runway, then Vogue cover girl Coco Rocha spoke out against the industry after claiming she lost out on work for being 'too fat'.

Now, underwear store Bravissimo have joined the war on Size Zero fashion, opting to use ' real women' for their new campaign.

Lucky winner: Leela Tikadar was one of the finalists chosen to appear in the new Bravissimo lingerie advert

The UK-based company, that specialises in lingerie for larger-breasted women, launched a contest to find curvy girls to star in the new TV advert.

Bravissimo contacted 600 customers, holding castings before narrowing their choice down to five.

Patricia Arteaga, Leela Tikadar, Riann Quinn, Katie Hardy and Jess Edwards were the lucky finalists chosen to front the brand.

Celebrating curves: Riann Quinn, left, and Jess Edwards, say the shoot has given them new found confidence

Shot in a series of kitch poses sporting the brand's underwear, the attractive women had no previous modelling experience.

Riann, 22, a marketing assistant from Leighton buzzard said: 'Being one of the lucky five is the best thing that has ever happened to me.

Jess, 21, from Surrey says, despite the pressure of seeing skinny models in magazines, feels proud she had the confidence to show off her curves to the nation.

Keeping it real: Katie Hardy, left, and Patricia Arteaga, were picked among hundreds of Bravissimo customers

The company, who were called on to fit sports bras for female contestants on ITV's Dancing on Ice last season, held the competition in an attempt to promote a healthier, more natural frame.

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.'