Fuller busts are very big right now – and we don’t just mean size wise. Here at Ultimo HQ we were wowed by a growing trend of woman blessed in the bust department. Women who crave comfortable, yet beautiful lingerie designed to flatter the female form in all its glory.
It’s no surprise that women blessed with a full bust have a harder time finding the right fit and choice in lingerie. Many ladies, and not just those whose body type is labeled ‘plus size,’ can only shop with specialist retailers on-line for their core collection lingerie. Fashion lingerie over a D cup isn’t widely available and the challenges of dressing a figure with large breasts and a smaller frame, can be even greater.
DD+ bras are a growing segment of the lingerie industry, so as one of the UK’s best loved lingerie brands, Ultimo have made our mission to support the full bust population and empower all women to rock their bodies, whatever their size and have unveiled a capsule collection of bras for fuller busts – modeled by Ultimo founder Michelle Mone’s daughter, Rebecca Mone.
In a series of beautiful and sophisticated shots, gorgeous 22-year-old Rebecca showcases our new DD-G styles, designed to shape and empower the fuller busted woman.
Rebecca Mone said, “I’ve grown up on photoshoots and surrounded by models and lingerie, so it wasn’t too far out of my comfort zone and was a really empowering experience.”
“I have always struggled to find good fitting underwear that’s not ugly and bulky. This new collection is so much better than anything I have ever seen on the market, and I’m really excited to be part of the campaign.”
Developed over 18 months, the new collection features three super-sleek products, including an everyday balcony bra, a sexy plunge bra and a “wear 5 ways” multi-way bra – available in black, white and nude. Built for a perfect fit on the body, each Ultimo DD-G product is completely seam-free with wings reinforced with power mesh for extreme support.
Michelle Mone said, “Of course, I had my doubts about involving Rebecca in a campaign given that she’s my daughter, but she’s a young woman now and has been so involved in the development of the new collection it made complete sense. I think she showcases the product beautifully and I’m really proud of her.”
Michelle added: “The large-cup market is growing rapidly and, as one of the UK’s biggest lingerie brands, we felt that it was high time we launched a range that catered for fuller busts.
“The new capsule collection features three incredible products – a t-shirt bra, a balcony bra and a strapless multi-way. Each style provides amazing support, extreme comfort, and encompasses your every curve without being bulky.”
Unlike many brands that differentiate, the new Ultimo styles will be priced in line with Ultimo’s A-D offering – at £27.00. Michelle said; “Fuller bust bras are legitimately more expensive to produce, but we took the decision to put our customers first and absorb the costs elsewhere in the business – and I’m thrilled. There will be no price differentiation, which is exactly how it should be.”
Adding to the new core D-G products available in white, nude and black, Ultimo will unveil a range of fuller bust fashion styles in January 2015, as part of their Spring Summer 2015 collection.
The new Ultimo DD-G products are available from Next, Littlewoods, Tesco, ASOS.com, Figleaves.com, and ultimo.co.uk priced from £27.00.