Apparently it's some sort of campaign against all the skinny models at London Fashion Week. If it was a campaign against Alexa chuffing Chung and Pixie pissing Geldof we'd be first to sign up.

As it is...who knows?! And is Sophie really the right choice to be fronting any campaign about body issues?

She's 20 years old, a size six and had surgery to give herself 30GG boobs. She's said she might get even bigger implants:

"They're massive aren't they? I'd be so happy if they kept getting bigger - I want to have the biggest boos in the world! 

I've been thinking about having a boob job but maybe that's greedy. My boobs are like my best friends. I just love boobs - I'm absolutely fascinated by them"

Great. You can see Sophie showing her investments covered in cake and doing an uncomfortably awkward looking Playboy shoot