Milliner Robyn Coles uses nude models on the catwalk to get attention for her brand.
The models in Welsh hat maker Robyn Coles' London Fashion Week show on Tuesday (February 21) were completely starkers - apart from hats and fascinators.
Coles told Reuters Television it was an unashamed ploy for attention but said she hoped the hats would get some of the attention.
"The nudity aspect was a full on publicity scam. It's not really audacious of anyone to suggest otherwise. The intention being I wanted to get people here - as an unknown designer - and once they were here they'd really like the hats and to kind of keep up with the brand."
The models were made up of friends, life-drawing models and even a former Miss Wales, Sophia Cahill, who showed off her 7-months pregnant belly.
Comedian and television presenter Jeff Leach was the sole male model. He told Reuters he didn't need much prompting to do the show.
"An awful lot of fun. Robyn's a friend of mine and when she asked me to model one her hats - I think they're designed ladies really - I said I'm not sure about it, she said well you'd get to do it nude - I said I'd love to. If I can get any opportunity to get my clothes off, I will."
London Fashion Week ends Wednesday February 22, with the mens' collections.