Ultimo LogoToday Ultimo is one of the UK’s leading designer lingerie brands, with 22 ‘shop-in-shop’ boutiques and 145 concessions within Debenhams stores. Ultimo is also stocked through many reputable retailers and has a thriving online business, with thousands of very satisfied customers up and down the country.

Ultimo rose to fame thanks to its innovative use of silicone gel in its bras, which adds up to two cup sizes giving fabulous cleavage whilst maintaining an extraordinarily ‘natural’ look. The brand was launched by Michelle Mone OBE in 1999 with her very first bra invention featuring the gel, the now iconic ‘Miracle Solutions Plunge Bra’ – famously worn by Julia Roberts in Erin Brockovich to boost her cleavage.


After the enormous success of its patented silicone technology available in styles up to a D cup, Ultimo expanded its expertise into solution underwear – delivering problem solving styles for every occasion with its innovative ‘Miracle Solutions’ range. Ultimo also chose to expand its size range from DD to G cups, offering incredible supportive lingerie for curvier girls across all collections. Ten years on, Ultimo remains committed to delivering gorgeous and expertly crafted lingerie for every occasion in sizes up to a G cup.

Since its launch, Ultimo has become one of the most famous lingerie brands in Europe thanks to its high-profile media campaigns and famous celebrity models. The firm continues to go from strength-to-strength thanks to its core collections and new brands including Ultimo Shapewear and Miss Ultimo. This year alone has seen impressive growth for the brand, including two new UK ‘shop in shops’ within Debenhams, a new presence in Selfridges and expansion into Fashion and Beauty.