05/07/2007

Bras, Boxers and Love

Swiss Chain Lets Shoppers Contact Underwear Models For Dates

A Swiss supermarket chain has launched a new Web site that links shoppers with its underwear models.

Eva, student, 24, likes reading, cinema, concerts and Latin dance.

Using amateurs as models is nothing new in the corporate world, but Swiss supermarket chain Migros has added a novel twist to the idea: The company has set up a Web site that simultaneously functions as a dating service and a way for the company to promote its summer underwear line. In other words: One-stop shopping for skivvies and dates.

The amateur models, who are scantily clad in the company's own line of bras, panties, underwear and other undergarments, also include information about their personal interests. If you like what you see and read, there's also a button allowing users of the site to send the models e-mails and, if things work out, set up a date.

"This could be the way that participants meet the great love of their lives," Migros spokesperson Martina Bosshard told the news agency AFP. "And if not, then they will have had a a nice new experience, anyway." The company says it has set up a special filter so that the models don't receive what it described as "vulgar" e-mails.

According to the Swiss daily 24 Heures, about 700 people from the French- and German-speaking parts of the country applied to model for the company. The final 26 models were chosen from that group by a Zurich advertising agency.

dsl/AFP

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