Bewildered onlookers saw hundreds of bras fluttering in the wind high above Brighton's Palace Pier.
Scores of women abandoned their underwear for the display.
It may have looked like a scene from a naughty seaside postcard but the organisers aimed to get across a serious message about breast cancer.
Actress Belinda Lang, star of the TV series 2 Point 4 Children, and BBC Southern Counties Radio presenter JoAnne Goode both donated their bras to add to the collection donated by scores of women from Sussex.
Almost 1,000 were strung together to form a giant curtain of underwear, creating the Bridge Of Bras at the Palace Pier.
Scores more women came forward and donated their bras after realising what the display was about.
Diana Stenning, area fund-raising manager for the organisers, the Imperial Cancer Research Fund, said: "It has been a lot of fun. But there is a serious message about breast cancer.
"It's an impressive display. You can see this curtain of bras all the way down the promenade."
She said the charity would be raising awareness of breast cancer throughout October to support its £8 million research programme.
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