Controversial lingerie brand Honey Birdette’s latest campaign – #NOTYOURVALENTINE – encourages women to forget flowers, ditch the diamonds and decline that invitation to a candlelit dinner this Valentine’s Day.

The campaign, which is aimed at empowered women embracing their sexuality will launch today in Sydney’s CBD with a flash mob of “Honeys” on Harleys.

Models will take to the streets riding motorbikes and donning lingerie and leather jacks.

The convoy will begin from York Street before making their way down Druitt Street, Clarence Street, King Street, Elizabeth Street, Pitt Street to George Street.

Honey Birdette will stream the event live on their Facebook account and post live updates via Instagram stories.

The lingerie brand is infamous for its controversial advertising.

In August last year, the Australian watchdog Ad Standards banned an image from Honey Birdette shopfronts which showed a woman wearing an opaque white bra with visible nipples (image below).The banned image marked the 13th time in the company’s 12-year history that Ad Standards banned the brand from displaying an image, and the 28th time the company was subjected to an Ad Standards ruling.