The fashion show, called 4Effect, will be held at night spots in London, Manchester, Glasgow and Birmingham just after London Fashion Week and will feature models highlighting the effects of different bust lines for different styles of outfits.
Conde Nast's Glamour will help drive traffic to the events by featuring the campaign in its February issue with a follow-up advertorial to go in the magazine's spring issue.
The show is designed to create consumer interaction and spread news about the four bra styles -- rounded, plunging, cleavage and uplift -- by word of mouth.
Tracy Hayward, marketing manager of Wonderbra, said: "Iris Female won the business after demonstrating a clear understanding of women's attitudes towards lingerie and the Wonderbra brand itself.
"It was the way that Iris Female understood the bra-buying process, our brand and the ambition we have for it that secured this project for them."
Iris PR will be handling all the public relations and Iris Experience will help design and co-ordinate the shows. All the Iris agencies, including Iris Female, come under the umbrella of integrated agency Iris.
Nicola Armstrong, head of Iris Female, said: "Experiential activity stimulates emotion and excitement and makes the brand more accessible.
"The 4effect events encourage attendance with friends and so will create an ideal environment for education and understanding of the brand, its values and benefits, whilst encouraging the audience to have some fun too."
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