One of PromGirl's best-selling dresses this year is a yellow chiffon gown with a bra-like top connected to the skirt by a strip of beading.

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In fact, the company has only recently begun to better leverage its strong performance brand name in footwear, and this spring will try to make a mark in the bra business.

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This lasered Eva Herzigova, a model clad in a black push-up bra, on London's Battersea power station and plastered her across roadside billboards and bus shelters, photographed life-sized against the backdrop of the local street.

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