The bra wars have entered a new front, with celebrities fighting it out to become queen of the lingerie lines. Michael Ross, chief executive of lingerie website Figleaves, says there is more competition than ever, but recent sales figures at the e-tailer show Elle Macpherson's underwear line Intimates to be in top place.

Elizabeth Hurley, who now has her own bikini and resort line, is contended to be one of the favourites for next season. Launched at Harrods this month, the brand is gearing up for international expansion later this year. Other lingerie brands, such as La Senza, Pretty Polly, Wonderbra and Gossard are key market players and have all had famous people front their campaigns. Menswear, too, is following suit, with famous footballer Freddie Ljungberg fronting the new Calvin Klein underwear campaign.