Gemma Atkinson helped open an Ultimo store last week dressed like this. Gemma is one of those UK imports that appears regularly in magazines like Arena, Stuff, FHM and Zooweekly. (Nice Zooweekly picts at Gorillamask). I'd love to tell you I had more of a story on this one, but, ah, well, I don't. Let's just call it a public service for anyone looking to successfully launch a new store. Gemma Atkinson massive cleavage in lingerie is the way to go. I'm sure it helps if you're selling lingerie, but, ah, let's face it, it really won't matter.