Peaches Geldof is no longer Miss Ultimo - as she loses lingerie contract amidst naked photo scandal
The 21-year-old fronted the Miss Ultimo campaign for almost a year, in a deal reported to be worth £100,000.
But bosses decided to axe her yesterday, after images of her topless were posted on the web, accompanied by a detailed account from the author, claiming he enjoyed a heroin-fuelled night with Geldof.
And though Peaches’ lawyers were quick to deny the drug accusations, Ultimo decided that she was the wrong role model for its Miss brand, which is aimed at a young female audience. Images of Geldof have already been removed from stores.
A statement from Ultimo confirmed: ‘We have been in meetings all morning with regards to the stories that have surfaced over the weekend about Peaches and unfortunately we have no option but to terminate her contract.
‘Miss Ultimo is a brand geared towards a young female audience and as a company we have a social responsibility to ensure we are promoting only positive role models that young women can aspire to. We are in the process of removing Peaches from the website and we are working with Debenhams to remove her visuals from all Miss Ultimo shops and window displays throughout the UK.’
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Michelle Mone, the creator of the Miss Ultimo brand, added: ‘We’ve given this a lot of thought, but there’s a point where a business must stick to its principles and as a brand that targets young women, we feel it is impossible for Peaches to continue to work with us as the face of Miss Ultimo lingerie.’
The loss of the contract will come as a huge blow to Peaches, as it was reportedly her most lucrative earner.