La Senza UK set its bra bus rolling early in September in an attempt to help women find the right size bras. Assisted by two underwear models and Danielle Bux, model and recently engaged to football player Gary Lineker, the bra bus will visit various shopping malls from day of launch until the end of the Christmas buying season. Built with four fitting rooms on the top floor of the double decker bus, an impressive sales boutique, and luxurious relaxation area on the first floor, the lingerie company will donate fifty pence to a local charity for every woman fitted on the bus.

Encouraging women to take the Bra Fit Challenge by making the fitting fun and accessible, La Senza further states that the right bra “can improve posture, is much more comfortable to wear, and can be a fantastic confidence booster”. Expecting this venture to be a huge success, they are offering discounts for women who are fitted and women have the opportunity to win a year’s worth of lingerie.

Look for the pink bus in your neighbourhood marked with the slogan “The world looks bright when your bra fits right”.