Her necklines have been plunging lower and lower with each recent red carpet appearance.

And each time the likelihood that JK Rowling would suffer an embarrassing wardrobe malfunction has increased.

This week, however, after an evening where her decolletage frequently threatened to pop out, the situation was made worse by a rather hands-on aide.

As these pictures show, the publicist of the Harry Potter author launched himself forward to prevent photographers capturing the moment when the front of her purple gown slipped perilously south.

But amid the hubbub and with flashbulbs popping at the British Book Awards, Mark Hutchinson ended up with more of a handful than he planned for.

Asked last night about the incident, Mr Hutchinson, who has worked with Miss Rowling for more than five years, seemed confused about how he ended up in such a position.

Saying he did not clearly remember trying to protect Miss Rowling's modesty, he then gave two different accounts of how he might have ended up in such a position.

"Oh no, oh gosh!" remarked Mr Hutchinson, director of PR agency Colman Getty, when he heard of the unfortunate pictures.

"I think there was a point where there was a strap coming loose, and that was where my hands were going - on the top.

"To my knowledge I did not have my hand actually on her breast. Maybe it's the angle of the photograph."

The slip marked an embarrassing end to an evening when Miss Rowling had picked up a lifetime achievement award - but even so, observers were stunned by just how much she's transformed herself in the past decade.

The evening was a curious event where the worlds of literature and showbusiness met, with the likes of the Harry Potter author on one side and glamour-model turned children's author Jordan on the other.

Sir Richard Attenborough was seen giving Spice Girl Geri Halliwell a kiss on the cheek.

Elsewhere were model Marie Helvin, Dame Edna Comedian Barry Humphries and chef Gordon Ramsay, glamour girl Abi Titmuss and Strictly Come Dancing champ Alesha Dixon.

Jordan's outfit was a typically revealing bejewelled maxi-dress, complete with plunging neckline.

Slipping standards: First her bra begins to show (2) before she makes a desperate attempt to hitch up her dress (3)

Eyes down: By now she's attracting stares (4) so her publicist steps in to assist (5)

Bosom buddies: As the flashbulbs pop, aide Mark Hutchinson is caught red-handed

She may have expected her flesh-flashing outfit to steal the show. However, she had reckoned without the unexpected intervention of Miss Rowling.

Other winners at the "British Book Oscars" included Ian McEwan who won Book of the Year and Author of the Year for On Chesil Beach.

Khaled Hosseini took home the Richard & Judy Best Read of the Year for A Thousand Splendid Suns, and Russell Brand received a best biography Nibbie for his tell-all tome My Booky Wook.

A Nibbie for the best piece of non-fiction writing went to film star Ewan McGregor and acting pal Charley Boorman for Long Way Down, the account of their journey through Africa.

More glamour: Strictly Come Dancing champ Alesha Dixon and former nurse turned glamour girl Abi Titmuss

Spice author: Geri Halliwell has followed idol Madonna into the world of writing children's books

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