It was what lay underneath the famous Barbour jacket that was attracting attention yesterday.
Ten creatively designed bras were in competition at the Barbour factory in South Shields to commemorate the 10th Playtex MoonWalk in London.
The bras were decorated by the women in the factory to support the power walk around London and to help raise money for charity.
The Barbour Booberettes, was selected by Helen Barbour, vice-chairman of J Barbour & Sons to represent the company in the May 19 MoonWalk.
As Barbour also supply clothing to the television soap Emmerdale, the Baar Bra was chosen as the Emmerdale bra and will be signed by the cast.
Both bras will be auctioned in October to raise money for breast cancer research and cancer care.
Helen Barbour said: "The standard has been extremely high and there are some very creative and inspirational designs. We hope they will raise lots of money for breast cancer."
The decorated bras were commissioned as part of the 10th anniversary celebrations for London MoonWalk in which 15,000 women and a few men, all wearing elaborately designed bras, will walk 26.2 miles around a moonlit London.
The Barbour Trust has also made a donation to the Walk The Walk charity, which organises the event.