Lingerie brand Ultimo has opted to use ‘real women’ for its new campaign, unveiled yesterday, April 10.
The company launched a competition last November to find ‘real’ girls to showcase its summer collection. From thousands of women across the UK, who applied via Facebook and Twitter, eleven have finally been chosen to model for the brand.
The winners, who range in sizes from 8 to 18 and ages 22 to 46 years, 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.
Ultimo founder Michelle Mone OBE 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 11 women 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 faces Sarah Harding and Mel B. The winners also won six months worth of Ultimo lingerie.
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 finalists chosen to front the brand. Their images will be used online at ultimo.co.uk and in Debenhams stores nationwide.
Michelle Barret, a singer and mum-of-four, Michelle said: "Being involved in the campaign has been amazing. I represent every mother out there 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.