Big Brother! Hey Sister! – Too Good To Take Off!

Media release
16 July 2001

Big Brother! Hey Sister! – Too Good To Take Off!

Hey Sister! today announced it has signed Big Brother star Jemma Gawned to be the face of its brand. Jemma, too modest to shower without lingerie on the “real-time” television programme, was featured wearing a Hey Sister! Polka Dot lingerie set on the show earlier this month. Within a day of her wearing the lingerie, it had sold out of stores.

Hey Sister! has now signed Jemma, a Melbourne based make-up artist, for six months to promote the brand. Jemma was voted off the Big Brother show earlier this month, but last night had a guest shot on the show to update fans on her life since Big Brother. During her appearance, she wore a new season Hey Sister! set – the Geofusion underwire bra and hipster bikini brief. Jemma has attracted huge media attention throughout Australia and has already done a Ralph magazine shoot wearing the Geofusion lingerie.

Jemma says she adores the Hey Sister! product and has worn it for years. She now has samples of every style in the range. “My underwear is too good to take off,” she says. Hey Sister! Brand Manager Sophie Moran says Jemma is a spirited, sexy woman who is the perfect choice to promote the brand. “The Big Brother programme has become a phenomenon and so has Jemma. Because she never took her underwear off in the house, which has hundreds of hidden cameras, Hey Sister! lingerie has become her trademark.”

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