Ultimo launches ‘real women’ campaign

Lingerie brand Ultimo has signed up 14 ’real women’ as the face of its next advertising campaign, to launch its new range of evening gowns Ultimo Couture. The move follows Ultimo’s decision to axe Kelly Brook as the face of the brand, following a row over a Playboy shoot.

Kelly Brook in Ultimo bra ad
Kelly Brook in Ultimo bra ad

The women to feature in Ultimo’s new campaign were recruited following a search on Facebook.

Ultimo Couture was launched in Debenhams last month and online.

The founder and creater of the brand, Michelle Mone says; “Ultimo Couture dresses are designed for real women, so it made complete sense for us to feature real women in the brand’s first campaign. It’s all about championing different shapes and sizes, so having our customers be the stars of the show instead of using a celebrity was the natural choice”

“The campaign image is stunning and will hopefully relate to real women everywhere, as well as inspire people to embrace a broader definition of what constitutes beauty. Whether you’re a petite size 8 or a curvier size 18, you deserve to feel beautiful and to be celebrated.”

Ultimo Couture is available from £125.

Ultimo says that it launched the quest to find 14 real women on Facebook in May. Ultimo received over 2000 applications from women across the country and selected the winners at random once the women had been grouped by their size.

This story first appeared on pitch

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