Anyone who happened to be strolling down West London’s Oxford Street last week – which is only the busiest shopping street in the whole of Europe – might have had a bit of a shock.

Talent Management has heard news that 7 curvaceous models stripped down to their lingerie and began casually mingling with tourists and passersby who were on their way to work.

We’ve since found out that the eye-catching stunt was part of a promotional campaign for notoriously sexy lingerie retailer Ann Summers, which has just launched the world’s first interactive lingerie app.

The new – and free – image recognition app will see seven of its Autumn/Winter look book collections made interactive for customers, who will be able to scan photos of underwear and see it come to life in video.

Partnering with image recognition platform Blippar, the ‘BlippTease’ app will allow users to browse and then try on lingerie virtually.

“Blippar is an image-recognition phone app, and with so many beautiful, sexy images here at Ann Summers, it’s a partnership made in heaven. The free Blippar app scans any images with the Blippar logo on, and brings the images to life right in the palm of your hand. Download the app and, from Monday September 3rd, try scanning one of the window displays in your local Ann Summers to see exclusive content you won’t get anywhere else,” a spokesperson for Ann Summers said.

Blippar’s Jess Butcher added: “The BlippTease campaign allows us to explore a new market and offers ways to demonstrate the true potential of our app. We believe this will bring consumers closer to the brand, allowing them to virtually ‘try on’ outfits from the comfort of their own home before heading in-store or online to purchase.”

Fiona Davis, Ann Summers’ Brand Director, also said: “Our BlippTease campaign gives the customer so much more when choosing the perfect underwear – it also helps male shoppers find the perfect solution for that special present or spontaneous treat. This is the way forward and we hope it can evolve into bigger and better things for the consumer.”

The models here at Talent Management can’t wait to try it out!