A food firm says it has struck a blow against "skinny models and size zero fashionistas" by delivering boxes of pies for models on a catwalk.
The pies, pasties and sausage rolls were for 'hungry-looking' models
Peter's Food Service said its "Starvation Army" volunteers took 10 boxes of pasties and sausage rolls to the London Fashion week event.
A spokesperson for the Bedwas firm, near Caerphilly, said: "Who knows it may even be the end to size zero."
The organisers of the fashion show have been asked to respond.
The pie-making firm said it decided to address the issue of ultra skinny models when the topic was debated at the London Fashion Week last autumn.
Company spokesperson Claire Birt said: "We felt that these models who look very hungry could do with some of our products.
The company hopes for 'feedback' on its 'Starvation Army' delivery
"Some of the models said 'we might be tall and we might be thin but actually we do get hungry'.
"So we thought during this very busy week for them, when we know they work very hard, that we should deliver some supplies to them and help boost their energy."
It is not the first time the pie-making firm, which has 10 depots across the UK, has mobilised its "starvation army".
In July 2007, the bakers presented Miss Wales 2007, Kelly Pesticcio, with a year's supply of pies and pasties following her crowning.