Sloggi launches live fashion shoot

On Thursday June 12th, lingerie label Sloggi will debut with its first interactive online fashion shoot. Visitors of the underwear website can help direct the fashion shoot and watch winners of ‘show me your sloggi 2007’ contest on set. Winners Kristina Dimitrova (20, from Bulgaria) and Andrei Andrei (24, from Romania) will be modeling Sloggi's collection, and be available for a question and answer session.

With four camera options plus voting buttons, viewers can look behind the scenes, influence the shoot by choosing the sloggi underwear and swimwear they would like the models to wear, and select the special studio effects such as a wind machine or a trampoline they’d like to see used. In 2007, over 6 million visitors uploaded and placed 30,000 pictures for online voting in this worldwide contest, and 37 million votes were cast. The competition will be running in the same way this year and the eventual winners from the 30 participating countries will compete at the grand final in Paris in November. Whoever convinces the jury of experts that their bottom is world-class can look forward to a modelling contract for the Sloggi campaign shoot plus prize money of 15,000 Euros as well as an insurance cover for their precious backside. British cult presenter Ray Cokes hosts the event on sloggi.co.uk and sloggi.com between 2-8pm CET on June 12, 2008.

sloggi is one of the core brands of Triumph International, one of the world’s largest underwear manufacturers. The company has a presence in over 120 countries and also features Triumph, Valisère and HOM. Triumph employs more than 42,000 people and achieves a turnover of CHF 2.5 billion (2007).

Image: sloggi