Bianco Footwear asked a tranny union (TID) for help to find models and found six transvestites who were asked to participate. The six models used their own clothes and were used in calendars, postcards, posters, ads and, (after some lessons in catwalking) in several fashion shows around Denmark.
These ads appeared posters in the show store's 100 shops in Scandanavia's Denmark, Sweden, Norway, Iceland and Poland, as well as print ads in newspapers and weekly magazines. Feedback was measured in the Danish magazine Woman and the response among the readers was very positive.
Bianco also had a "Crossdresser of the Year" competition in all their shops, with many male participants.