It was the wedgie that stopped a parade, but it may be a case of a storm in a c-cup.

Brisbane Marketing called a stop to a parade of lingerie-clad women in the Queen Street Mall yesterday in what organiser Letitia Power called “a statement in confidence”.

But when two of the model's French-style knickers began to hitch upwards as they walked, Brisbane Marketing staff stepped in to pull the plug.

“It was a bit of a wedge, yes, and they called it off,” Ms Power said.

“There were no g-strings in the parade, they were half knickers and as I understand it, they started riding higher on two of the girls. But there was no chance of anything untoward being seen, the girls were all wearing covers and underwear underneath the lingerie, so nothing was showing.”

Brisbane Marketing chief executive John Aitken said his organisation was responsible for overseeing more than 1000 events held at the mall every year.

He said while Brisbane Marketing were “strong supporters” of fashion designers, the Queen Street Mall was “a family friendly and inclusive and accessible precinct”, which is why the parade was stopped.

“The parade contravened the terms of our booking agreement and didn't meet the expectations of our audience and, as a result [the stage manager] asked the promoter to finish the parade earlier than planned,” Mr Aitken said.

Ms Power, who is the director of online lingerie store Assiere.com, said she was “a little surprised” by the about-face, given she had “been very upfront that I was from a lingerie store and about what the women would be wearing”, but said she didn't hold a grudge.

“They [Brisbane Marketing] were great in the end. I worked with them the best I could to resolve the issue. In the end, the parade went for 15 minutes and we were able to walk to the end of the Mall and I think it was enough time to make the statement we wanted," she said.

“I got the girls back in as quickly as I could without making them alarmed, or making them insecure, because the whole point of the parade was about being confident and showing women feeling confident and looking beautiful in lingerie, even though they were all different shapes and sizes.