Lingerie brand Ultimo picks real women over models

UK’s leading fashion designers lingerie and women’s wear brand, Ultimo recently signed seven 'real women' to represent its new lingeries collection.

Being insightful to the complaints from ordinary women that real need not mean fat, the firm organized a national level competition, where the firm received over 10,000 entries from several women, eager and willing to model for the brand.


The firm picked the seven finalists to be the new faces and bodies of the brand. This was the company’s second campaign where it shunned professional models to use the so-called 'real women'.


Michelle Mone OBE, CEO of Ultimo, who modelled for her own lingerie in a campaign last year, said that, they were inundated with applications during the last competition, and added that, all the women were very much excited and did a wonderful job.


The models picked by Ultimo vary in the age group of 18 to 31 years and ranged in sizes from 8 to 18. 

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