Ultimo unveils real women lingerie campaign

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  • The lingerie range will feature seven 'real' women chosen from 10,000 applicants.

    Forget models – Ultimo has plucked seven ‘real’ women to star in its latest lingerie campaign, picking the lucky ladies from over 10,000 applicants.


    This is Ultimo’s second campaign to reject the use of traditional models. Instead, they’re opting for those who will actually end up buying the underwear – women aged between 18 and 46 who range between size 8 to 18, . They include a 21-year-old student, a 25-year-old medical therapist and an 18-year-old administrator.

    ‘Real’ means exactly that – the women range in shape and size, as well as age.

    In the second ‘real women’ campaign for the label, the models don underwear and dresses for Miss Ultimo, Ultimo and Ultimo Couture.

    Ultimo Real Women Campaign

    CEO Michelle Mone OBE shares the experience of modelling with the women as she starred in her own company’s campaign last year, losing six stone before daring to bare her Ultimo-clad body.

    ‘We were overwhelmed by the response from our last competition,’ she said. ‘All of the women were thrilled and did a brilliant job.’

    But it was all in aid of a good cause. ‘We managed to raise an incredible £100,000 with this campaign for charities including Breast Cancer Care, Cash for Kids and Children with Leukaemia,’ she explained.

    ‘Beneath the glamour of all the make-up artists, hair stylists and crew, we all knew we were doing something really worthwhile which made the day even more special.’

    The images will be on show at www.ultimo.co.uk as well as in Debenhams stores nationwide. 

    Would you like to see more real women, rather than models, in ad campaigns? Let us know your thoughts in the comments box below.


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