Tamara Ecclestone and Amy Childs help boost Ultimo's sex appeal as lingerie brand sees record year
By Sadie Whitelocks
Last updated at 6:10 PM on 27th December 2011
Tamara Ecclestone, Amy Childs and Michael Bublé’s Argentinian wife Luisana Lopilato have all stripped down this year.
Posing in nothing but racy underwear the three women have helped boost Ultimo's latest lingerie lines.
They follow in the footsteps some of the world's most glamourous women including Penny Lancaster, Helena Christensen and Kelly Brook.
Millionairess Tamara Ecclestone is just one of the famous faces to model Ultimo lingerie this year
Thanks to its new recruits Ultimo has celebrated record profits, enabling further expansion.
Michelle Mone the founder of Ultimo, who was awarded an OBE for her services to business, praised the women and said that next year promises to be even bigger.
'This year we have unveiled some amazing images designed to best showcase our collections and it has been fantastic to be involved with some incredible women.'
'Signing Michael Buble’s wife Luisana is one of our biggest international stars and the response we have had has been phenomenal.
'It took me a long time to get her but I refused to give up.'
The mother-of-three has also stripped down to model her own designs in the past, giving her insight into what it takes to be a successful ambassador.
Buenos-Aires-born Luisana has previously fronted campaigns for Coca Cola and L’Oreal and is an award-winning actress in her South American homeland
Michael Bublé's wife Luisana Lopilato shows off her curves in the label's boudoir-inspired winter collection
Ultimo's new ranges have included the Bra Queen for Tesco, as modelled by Amy Childs (right) and the Adore Moi collection exclusive to Debenhams fronted by Robbie Keane’s wife Claudine (left)
Mone's new ranges this year included the Bra Queen for Tesco, as modelled by Amy Childs and the Adore Moi collection exclusive to Debenhams fronted by Robbie Keane’s wife Claudine.
The Bra Queen A-DD range, which starts from £7 has proved particularly successful with cash-strapped shoppers.
Commenting on her modelling assignment, 21-year-old Childs said: 'I'm so excited to be the face of the campaign for Tesco.
'There's a style to suit whatever mood you're in and it's affordable, so you can have a different one for every day of the week.'
Last year Mone revealed that her MJM International lingerie business, which she launched in 1999, had been valued at £48 million by business advisors.
She now plans on venturing into the beauty industry, adding: 'I can’t wait to unveil our new designs in 2012 and exciting plans to launch Ultimo Beauty.'
Ultimo is available at www.ultimo.co.uk and Tesco and Debenhams stores nationwide.
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