Ultimo signs up seven 'real' women for new lingerie range

Ultimo signs up seven 'real' women for new lingerie range... and no, that doesn't mean fat

By Deborah Arthurs
Last 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

Ultimo, which describes itself as the UK’s leading designer lingerie and womenswear brand, says it was inundated with applicants wishing to earn their modelling stripes with the underwear company.
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

Read more: http://www.dailymail.co.uk/femail/article-1378155/Ultimo-signs-seven-real-women-new-lingerie-range--doesnt-mean-fat.html#ixzz1JxTFh9hL

Ultimo Real Women - New Campaign + Press clippings

Ultimo keep it ‘Real’ with new campaign

Featuring Yvonne Akwetey on Twitter

Video featuring www.ultimo.co.uk/features/real-women

Angie Mugadza Angie Mugadza, 29 from Edinburgh. Wearing MISS ULTIMO – SAIL AWAY.	Michelle Barratt Michelle Barratt, 31 from Dublin. Wearing ENCHANTED.
Bethan Riley Bethan Riley, 23 from Cardiff. Wearing ODYSSEY. COMING SOON! - May 2011.	Charlotte Byers Charlotte Byers, 22 from Hartlepool. Wearing FELINE.
Claire Cousins Clare Cousins, 22 from Liverpool. Wearing COCO IVORY.	Yvonne Akwetey Yvonne Akwetey, 24 from London. Wearing POSSESSSION.
Jodi Cahill Jodi Cahill, 22 from Liverpool. Wearing COCO - BLACK.	Kristy Rogers Kristy Rogers, 31 from Sheffield. Wearing DAZZLE. COMING SOON! – MAY 2011.
Vikkie Bamber Vikkie Bamber, 26 from Preston. Wearing ANIMAL SATIN.	Pauline O'Neill Pauline O’Neill, 46 from Glasgow. Wearing FANTASY.
Louise Evans Louise Evans, 43 from Kent Wearing SEDUCTRESS. COMING SOON - JULY 2011.

Ultimo Real Women - New Campaign

Ultimo keep it ‘Real’ with gorgeous new campaign

Featuring Yvonne Akwetey

 

Posted by ultimoeditor on April 11, 2011 ·

Ultimo, the UK’s leading designer lingerie brand, have joined the war on size zero by opting to use “real women” for its new campaign, which is unveiling this week throughout the press, www.ultimo.co.uk and Debenhams stores nationwide.

Ultimo, which specializes in lingerie in sizes A to G cup, launched a competition last November to find real girls to showcase its summer collection. Thousands of women from across the UK applied via Facebook and Twitter, who were eventually whittled down to just eleven!

Shot in a series of elegant poses and sporting the brand new summer collection, the gorgeous winners range in sizes from 8-18 and ages 22-46 years and include a nursery practitioner, a Miss Ghana runner up, a singer and mum-of-four, an events coordinator, a fashion buyer and a student. The women are from all corners of the UK, including Cardiff, Glasgow, Dublin, London and Liverpool.

Michelle Mone OBE (39), creator of Ultimo and the brains behind the campaign, said:

“I think a lot of women are just a bit fed up with seeing models with unrealistic body images that they can never achieve themselves. This campaign was about bringing together a group of normal girls who are happy with their bodies and proud to show them off. The girls did a phenomenal job and the results speak for themselves.”

The eleven lucky ladies were taken to London for a big budget celebrity-style fashion shoot with the Ultimo ‘glam team’, including celebrity photographer Dan Kennedy, hair and make-up artists, stylist and lighting experts – the same team who worked with Ultimo babes Sarah Harding and Mel B! The winners also bagged six months worth of Ultimo lingerie.
Michelle Mone added;

“Over the years Ultimo has become synonymous with celebrity campaigns, but our lingerie is designed specifically for real women, so running this campaign was the right thing for us to do and I really hope that other big brands follow suit.”

Yvonne Akwetey, Vikkie Bamber, Michelle Barrett, Charlie Byers, Jodi Cahill, Clare Cousins, Louise Evans, Angie Mugadza, Pauline O’Neill, Bethan Riley and Kristy Rogers, were the lucky finalists chosen to front the brand. Their images will be used online at ultimo.co.uk and in Debenhams stores nationwide.
Singer and Mum-of-four Michelle (31) said:

“Being involved in the campaign has been amazing. I represent every mother that has only dreamed about something like this happening. It’s great to see such an established brand like Ultimo flying the flag for real women. It’s so important that young women see what real women look like and are educated to be proud and confident in their own skin.”

Ultimo ran a similar campaign last year for the Ultimo Couture womenswear collection, but this is the first time real women have been used to model Ultimo lingerie, which is available from Debenhams stores in sizes up to a G cup.


The new Ultimo summer collection is available now from Debenhams stores nationwide and online at  www.ultimo.co.uk priced from £12.50.