Ultimo signs up seven 'real' women for new lingerie range... and no, that doesn't mean fat
By Deborah ArthursLast updated at 9:42 AM on 19th April 2011
Ultimo today announce the signing of seven 'real' women as new faces - and bodies - of their latest campaign.
Following the unprecedented success of a national competition that saw over 10,000 women apply, Ultimo chose the winning seven to represent the firm in what is their second campaign that eschews the professional model, using so-called 'real women' instead.
Sensitive to the common complaint from women that real needn't mean overweight, the models chosen by Ultimo range in size from 8 to 18, with their ages ranging from 18 to 31.
Looking really good: Ultimo has signed up seven 'real' women to model their latest collections after being inundated with over 10,000 applicants for a competition
CEO of Ultimo Michelle Mone OBE - , who herself lost an impressive six stone before modelling her own lingerie in a campaign last year - said; 'We were overwhelmed by the response from our last competition.
'All of the women were thrilled and did a brilliant job.'
The newly appointed women, pictured modelling the latest underwear and dress collections for Miss Ultimo, Ultimo and Ultimo Couture, represent the second 'real women' campaign for the firm in the space of two weeks.
Glamour within reach: Ultimo is known for championing the non-professional model in its campaigns
The images from the shoot will be used online at www.ultimo.co.uk and in Debenhams stores throughout the UK.
The lucky seven, who hail from all over the UK, include medical therapist Natalie McDonald, 25, administrator Rochelle McHaghney, 18, 28-year-old gym owner Cat Boyle and 21-year-old marketing student Kirsty Anderson.
And while the day may have been good fun for the women, it was also in aid of a good cause.
Michelle Mone says: 'We managed to raise an incredible £100,000 with this campaign for charities including Breast Cancer Care, Cash for Kids and Children with Leukaemia.
Underneath 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.
  Natural beauty: The women enjoyed modelling both lingerie and eveningwear from Ultimo's summer collection |