Startled shoppers looked on in amazement as a shop window display came to life.

The moving mannequins were dressed in glamorous Fifties-style swimming costumes in the window of Cupcake children's shop in Kemp Town, Brighton.

They were launching Kemp Town village's annual window dressing competition, organised by local small businesses.

Mait Foulkes, who owns women's accessory store Pardon My French, Ghita Schuy, who runs a shoe shop, Kate Millar, of Cupcake, and Denise Aresti and Sara Harris, of the British Framing Gallery, jumped at the chance to pose in front of an unsuspecting public.

"Passers-by were completely gobsmacked," said Mrs Foulkes, 40.

"We saw people go past on the bus and they were looking out the windows like they could not believe their eyes. It was so funny."

Last year, five men from surrounding shops did a Full Monty-style strip to make sure the areas first window competition started with the maximum impact.

The only things hiding the men's modesty were goods from their shops.

Although the women did not go quite as far, Mrs Foulkes was delighted with the attention she and her friends had attracted.

She said: "This is a great way to promote Kemp Town and do something original to get a bit more attention. We all love having fun together and I really enjoyed myself because I always like dressing up."

Mrs Foulkes has lived in the area for five years and opened Pardon My French just before Christmas.

She was keen to thank her neighbour, Mary Jane Rayner, for donating the retro swim suits from her London costume shop.

She said: "The costumes are superb. It's easier to wear a Fifties-style swimming costume than a modern version as you have a bit more fabric.

"They are also quite flattering for mothers with families like me."

The competition kicks off on Monday and each of the seven shops taking part will produce displays in line with the seaside theme.

The other shops taking part are Egg & Spoon, Fish at the Square and Kemp Town Deli.

During the next two weeks customers will be able to vote for their favourite display.

Everyone who casts a vote will be entered into a prize draw being held at Pardon My French on August 1, with the winner receiving a hamper of goods from all the participating shops.