Isabella Oliver puts topless models on London buses

Isabella Oliver is launching an outdoor campaign featuring images of topless pregnant women. It is the first time the maternity wear company has used mainstream media to promote it range.

The bus ads, which were created in-house, will promote its range of maternity jeans. The campaign, which breaks on December 23, will run on buses on key routes across central London. It has the strapline “Jeans by Isabella Oliver. Bump model’s own”.

Celebrities such as Davina McCall, Trinny Woodall, Myleene Klass and Emma Bunton have worn the brand’s clothes.