Patrick Choël, president of the perfumes branch of LVMH, has just confirmed in a meeting with journalists a hot rumour about the new Dior ads with Liberty Ross.

The global campaign, one of the biggest and best coordinated in recent memory, has the British model sweating in a bikini to promote Dior's new perfume for women, Addict. In the ads the perfume bottle is seen in the low right corner.

But under the supervision of John Galliano, Dior chief designer, Liberty was shot in another pose - where the bottle is seen inside her bikini.

In response to a question of a Le Monde reporter, Choël confirmed the story and said the ad will run only in very selected magazines. The money is on Spoon, Citizen K, Purple, Another Magazine and Pop.

Asked if the bottle looks like it's inserted inside the bikini or inside the model's body, Choël refused to reply and said: "I'm not going with you in this territory".

According to Choël, the provocation is a part of the global strategy, since the targeted audience is much younger from the J' Adore crowd. Being the best seller product of the house - 130 million Euros per year - J'Adore features Carmen Kass and is targeted to women aged 35-55.

It isn't sure if the Porno-Chic wave in French products will stay on for much longer. According to BVP, a French marketing independent organisation, the infamous Opium Saint Laurent ads with the nude Sophie Dahl was a flop with customers - too much taled-about, too little sold.

24 hours after uploading its new catalogue, Victoria's Secret has revealed in NYC today whose model will have the honor to wear the now-traditional $10 million diamonds-studded bra, and she's not Heidi Klum.

The sensational Star of Victoria fantasy bra goes to... Karolina Kurkova!

Designed by jewellers Mouawad, it has a huge, flawless, 60-carat diamond at its centre and is encrusted with 1,150 rubies, cut into roses. Also included are 1,600 emeralds which have been fashioned into leaves. Karolina will wear a matching pair of knickers — inset with 2,420 rubies, emeralds and diamonds.