As London Fashion Week kicked off, a group of plus-size models turned the attention away from the shows to the chilly streets outside instead - where they were holding a protest in lingerie.

Headed by outspoken body advocate Hayley Hasselhoff, in collaboration with plus-size fashion retailer Simply Be, the protest turned photoshoot was held to highlight the importance of celebrating women of all sizes - and to encourage designers to use larger models in their shows.

Showing their support for plus-size beauty, Hasselhoff and seven other models posed in their underwear while holding body-positive signs in the air, which read: “Love your curves” “LFW - Where are the Curves?” and “Curves shouldn’t mean compromise.”

According to Angela Spindler, the chief executive of the parent company that owns Simply Be, who spoke to the Evening Standard, the point of the protest was to raise awareness to the work that still needs to be done to make the fashion industry more inclusive and diverse.

Spindler said: “We want the fashion industry to change the way it represents body shapes. This isn’t about ‘skinny shaming,’ we think that shape should be celebrated irrespective of size, and it’s time that the industry became more diverse - after all fashion is for everyone.”

Hasselhoff agreed, adding: “I think it’s really important that we continue to campaign for body positivity and diversity in the industry. We want to give women everywhere the confidence to be who they are. This is only achieved by showing a wide variety of models, irrespective of size.

The models collaborated with fashion retailer Simply Be to hold the protest

“By tearing up the ‘one size’ fits fashion rule book, we hope to encourage any woman, whatever her size, to feel fabulous in their skin,” Hasselhoff said.

As the average British woman’s dress size is now 16, the models and Simply Be are calling on the fashion industry to choose models that reflect these statistics.

The protest comes after the brand hosted a plus size “curve catwalk” during the last London Fashion Week, which featured models such as Tess Holliday, who is a size 26 and size 22 Callie Thorpe.

The models held signs questioning why plus-size models are still not shown on the runway

Although the fashion industry is taking small steps towards becoming more inclusive, with unedited campaigns, the protest proves there is still work to be done.