Celebrity stylist Brix Smith-Start presenting Triumph's underwear fashion show at Westfield Stratford City. Picture: Kay Atwal

Shoppers at Westfield Stratford City have been treated to an underwear fashion show to mark the opening of a new store by bra maker Triumph.

The short Inside:Out catwalks, hosted by celebrity stylist Brix Smith-Start, brought shoppers to a standstill throughout Thursday and Friday and Saturday as they watched five models highlight various items of underwear.

She told the shoppers that many women are still wearing the wrong size underwear but that correctly sized and styled items can make a huge impact on their confidence.

The fashion shows obviously had the desired effect as the company reported huge queues on its first day of trading as its flagship store in London opened for business.

Noreen Gallagher, Managing Director of Triumph UK and Ireland, said many women expressd surprise at the beauty of the garments. She said their team of tailoresses had been busy all day and all their fitting rooms had long lines of women waiting to try items on.

The company believes the right underwear can have a huge impact on how women’s outfits look and will have a dedicated team of tailoresses who can measure them and help choose the right style of garments for them.

Triumph International is one of the world’s largest underwear manufacturers. The company enjoys a presence in over 120 countries with its core brands.