Shirtless Male Hunks or Teddy Bears - Sexy Fashion Launches

Credit: Martin Grimes / Splash News Sophie Anderton's Hunk Billboards

When it comes to launching a new fashion item or opening a new store, you really need to come up with a unique and sexy event to grab the attention of the press.

You have to hire someone unique, who knows how to grab the headlines and create photo events.

When trendy Italian fashion label Brandy and Melville open their first store in the UK, they hired Wonderbra model, actress and Britain's Next Top Model host Sophie Anderton to work her wonders at catching the eye of the press.

Credit: Martin Grimes / Splash News Sophie Anderton (left) and Nicole Sconciaforni

For the opening brash at popular nightclub Mahiki in Mayfair, Sophie lined up a wall of top shirtless male hunk models to serve as billboards for the Brandy and Melville logo.

Sophie Anderton, in her multi tiered black mini dress and high heels, turned the male model hunk chests into billboards for the brand as she drew on their chests the Brandy and Melville logo to the delight of the local paparazzi.

Credit: Martin Grimes / Splash News Sophie Anderton and Nicole Sconciaforni surrounded by shirtless male model hunks

Joining her, and adding to the excitement of the sexy launch party, was designer Nicole Sconciaforni, who wore a very sexy black see thru lace top with ties of blue ribbons, and a pair of ultra tight hip hugger denim jeans.

Just the right sexy outfit to get photographers flashes a popping.

Nicole later changed into a low cut gray, way off the shoulder mini dress with lace ruffles and black open toe stiletto high heels.

Credit: Gotcha Images / Splash News Katie Price aka Jordan snuggling up with a nice big teddy bear

Bare chest hunks and sexy women in sexy dresses, now that the way to get attention and press.

But what do you due when you are launching a sleepwear collection?

Well, how about snuggling up with a nice big teddy bear.

After all, what could be cuddlier than a teddy bear at a slumber party?

Credit: Gotcha Images / Splash News Katie Price aka Jordan displays her well toned stomach

Well, if you look as sexy as Katie Price aka Jordan and you are launching your own sleepwear line, well, then, you can certainly pull it off.

Katie looked hot and sexy in a pair of pale blue pj pajama pants and pink singlet tank top.

Of course, pulling up your pajama top to display your well toned stomach to the photographers insures some photoplay in the press.

Katie Price aka Jordan Nightwear collection by Panache Lingerie will be available exclusively from George at Asda stores.

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