(Filed Under wholesale Lingerie News). Shirley of Hollywood has named the winners of its first-ever Sexy Model Search, part of a year-long celebration of the iconic brand's 60th birthday.
Brandi Reed of Miami, sponsored by retailer Play Things, won a miss-size modeling contact from Shirley and will travel to Hollywood later this fall for a photo shoot for the brand's 2009 catalog, to come out in January.
Joining her to represent the plus-sized category will be Brooke Stuart of Temecula, Calif., sponsored by Babydollz Lingerie, who will appear in Shirley's Intimate Attitudes Collections catalog, which comes out later in the year.
More than 500 models from across the country entered the contest, and the top 20 finalists attended a weekend celebration starting Sept. 27 and featuring a Shirley fashion show at Sheraton Cable Beach Resort and Crystal Palace Casino Ballroom in The Bahamas. Judges included NFL players, including Miami Dolphins Akin Ayodele and Nate Jones and T.J. Slaughter of the San Francisco 49ers; Hawaiian Tropic Founder Ron Rice; Rene Braga, host of Ritmo Deportivo on Telemundo; and other Shirley models.
Eric Schlobohm, international sales director for Shirley, said the fashion show was "a fabulous marketing tool" - so much so that the brand is considering more fashion events for next year and maybe a larger-scale model search event. Shirley encouraged retailers to help scout out potential models who shop in their stores, and all entrants were sponsored by a store. A sizzle reel for the contest that was featured on Youtube and Myspace received tens of thousands of hits.
Shirley signed on several new clients because of the event, Schlobohm said.
"We weren't even through to the voting stage of the contest, and everyone was asking for a repeat," Schlobohm said.
The model search is not the only way Shirley has celebrated its Diamond Anniversary this year. The company has offered special discounts to retailers on its best-selling lingerie, released a series of commemorative "60 Ways to Say Sexy" posters and expanded its collection to become its largest and most elaborate ever. In addition to the regular Shirley collection, Shirley has released the Red Carpet Collection, "featuring the most exquisite vintage-style garments restyled for the modern woman," Schlobohm said.
"This certainly has been a year-long tribute to Shirley's hallmark of glitz, glamour and flawless styles, that says sexy like nothing else ever has," Schlobohm said.
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