Latest News

Ultimo celebrates all things colour!

Spring has finally sprung and to celebrate, we have released our final SS15 sets in a variety of delicious, fruity colours, such as; Cherry, Watermelon and Lime.

Our new Lara and Mollie underwear sets are a must-have this summer to brighten up your day, even if the sun isn’t shining.

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Mollie in Watermelon / Lara in Blue / Lara in Lime

On Saturday 18th April, we teamed up with House of Fraser in Glasgow, to host a flashmob to celebrate our new fittings service #UltimoPerfectlyFit. Our dancers wowed the crowds in their brand new Ultimo sets, as they danced to ‘I’m every woman!’

With new Ultimo concessions opening around the country, don’t forget to visit for your free bra fitting to make sure that your underwear is perfectly fit for summer.

Check out where your nearest store is here.

Not content with just colourful lingerie? Here are some tips to make sure that you’re on trend this summer:

Coachella marked the start of the festival season and as well as lots of bright colours spotted in the sunshine (including Kylie Jenner’s aqua wig), punters were seen taking a trip down memory lane with 70s inspired outfits and head to toe denim!

7Flowers, feathers and braids are set to make a return to compliment tousled tresses this festival season. To make sure your outfit stands out from the crowds, why not try our lace cover-up over your bikini or bra, with some high waisted shorts and an open kimono.

The lace cover-up is only £16 and available to purchase here.
Have a great weekend!

Ultimo x


With Michelle Mone’s book ‘My Fight to The Top’ currently flying off the shelves, March has been a busy month for Michelle and Ultimo, with the opening of two new concessions in Liverpool and Glasgow. These concessions will allow for a more personalised shopping experience by helping women find their perfect fit and improve their access to a range of stylish, innovative and confidence boosting lingerie.

At Debenhams in Liverpool, Michelle Mone was looking chic in a crisp white shirt, Victoria Beckham tailored trousers and the Ultimo Black Label Harness, which can be worn with lingerie, or over a blouse for an edgy ’50 shades’ look!

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Ultimo Black Label Harness (£12)

Michelle opened a second concession this month at Debenhams in her hometown of Glasgow. It was a great opportunity for Michelle to chat with local press, bloggers and members of the public.

At the launch, Michelle showed off her enviable figure in a sheer cutaway top with a black Ultimo OMG Erin bra.

Michelle Mone Expands Lingerie Empire  Screen Shot 2015-04-13 at 15.00.01
OMG Erin Bra, Black (£30), also available in Magenta

As well as offering bra fittings at each of the concessions, Michelle was also interviewed by the Liverpool Echo, where she shared her top tips to better your boobs! As well as making sure you’re wearing the right size bra, Michelle would recommend you try before you buy and wear your lingerie with confidence!

Don’t forget to take a look at our mid-season sale and treat yourselves to up to 70% off!

To shop the new collection:

Ultimo x




 Boost your assets with Ultimo’s exciting new LIMITED EDITON lingerie and be in with a chance of winning the ultimate luxury prize

Just when you thought Ultimo had lingerie wrapped up, along come ‘Ooh La La’ & ‘Va Va Voom’ – two limited edition sets that come with an extra special gift…the chance to win the ultimate prize including a luxury stay at the Dorchester hotel, a years supply of Ultimo lingerie and cocktails with Ultimo founder Michelle Mone OBE!

Crafted to exude glamour with a soft bondage inspired twist, our covetable limited edition bra and brief sets would make the perfect Christmas gift and with only 2500 of each style created, they’re quite the collector’s item. So, if you’re looking for something special and unique to sport this season, then look no further!

Elegant ‘Ooh La La’ (demi bra, £35, brief, £17) is a smooth matt & shine set with a scalloped edge lace, matched with pleated net over a dramatic red satin and finished with delicate satin ribbon bow and tassel detail.

MANDATORY CREDIT: "Ultimo is available from & D

The sensual ‘Va Va Voom’ set (bra, £25, brief, £14) with sheer fishnet and scalloped lace over luxurious baby pink satin, trimmed with soft bondage style satin strapping and a decorative organza bow to add a final flourish.

MANDATORY CREDIT: "Ultimo is available from & D

To celebrate the launch of the exclusive range, we are offering one lucky winner the chance to win a luxury stay in London’s most prestigious Mayfair hotspot, The Dorchester hotel, where they will enjoy cocktails with Ultimo founder, Michelle Mone OBE, and a year’s supply of Ultimo lingerie. Four runners up will receive 12 sets of Ultimo lingerie and a collection of Utan by Ultimo to create the perfect beach-bronzed body. Every bra is numbered 1 to 5000, so to be in with a chance of winning this amazing prize, simply enter your details and the unique number printed beside the care label of your set. Five numbers will be plucked at random and announced as winners via our Twitter (@UltimoWorld) early in 2014!



Ultimo x

Enter here:

Terms and conditions apply.


And so the Ultimo Real Women Winners are unveiled…..

I’m sure many of you will recognise some of the faces in our Ultimo Real Women Campaign 2012 as this week we unveiled the lovely ladies images and they have been splashed across the press- looking incredible!

After thousands of entries Michelle Mone OBE selected the ladies who will appear in Debenhams stores and follow in the footsteps of our famous Ultimo models. The campaign aims to blur the boundaries of how lingerie models should look and show that women of all ages/sizes/shapes/heights can be beautiful.

Michelle Mone OBE said, “I love the Ultimo Real Women campaigns, it gives us the opportunity to showcase some of the beautiful ladies out there who otherwise might not get the chance to model lingerie. Its incredible the feeling the ladies get after the shoot and the new found confidence it gives them. I’ve posed in my lingerie and I can vouch that its not an easy thing to do. I want women to celebrate their bodies.”

And so the twelve lovely ladies:

Sophie Linfield

Sophie Linfield, 26 from Nutbourne is a size 14 and 36 F

“When I found out I was a winner I was at work and was so shocked I couldn’t believe it was real. I had to keep re reading the message!! Leading up to the shoot the other girls and  I struck up a really good friendship so  I genuinely felt like I was walking into the shoot with real friends by my side the whole day was amazing but went way to quick it was over in a flash.

“The best thing about being a real women winner is the feeling that i might be able to help just one girl or woman embrace a curvier figure and feel proud of who she is .”

Dawn Williams

Dawn Williams, 38 from Flintshire is a size 8 and a 34B

“When I found out I was a winner, I didn’t believe it for 3 days .  I thought maybe Michelle Mone’s Twitter had been hacked and someone was playing a joke on me. When It finally sank in I was shaking and I asked my husband “why me, what have I got to offer”. I was sitting in my Kitchen when the winner was announced on Twitter and I said to my husband ” I think I might have won a competition” he asked if I was sure and what had I won- a handbag? A years supply of chocolate? I replied that I thought I had won a modelling competition, but at this point really couldn’t comprehend it. The day of the shoot was an unbelievable day and I can only equate it to that of my Wedding Day, I felt as if I was dreaming.  I was pampered and looked after from the moment we arrived and it felt very surreal. I got upset when it was my turn to model but with the kind words of Michelle Mone the Photographer all my new Ultimo Real Women Friends I pulled myself together and conquered a huge fear and once up there I bizarrely loved every minute. The best thing about being an Ultimo Real Women Winner is it has made me feel Special, Feminine and more confident. To Sum up my experience is easy Life Changing”

Rebecca Barrett

Rebecca Barrett, 35 from Cork is a Size 10 and a 34D

“ My experience of being an Ultimo Real Woman is amazing! It was a fantastic day from start to finish. I found everyone so helpful. It was great to meet new people and i have made new friends for life. I have gained some confidence in myself and im starting to believe in myself. I loved being pampered and feeling special. I loved posing for the photos, I loved the look they gave me. I actually felt good in my own skin. I honestly cant wait to see the pictures. I’m a mom, I’m a normal person, I take my kids to school, clean the house, cook the dinner, im a host mother for foreign student during the summer, so my time is all used up on other people… I don’t get pampered often, so it made me feel special. It was nice.  I grabbed this opportunity and i ran with it. I always tell my children to take any opportunity that comes their way, because when its gone, its gone.. so enjoy it while you can. That’s what I did.. I enjoyed every minute. Thank you Ultimo for picking me, you have honestly changed my life.”

Angela Wheeler

Angela Wheeler, 32 from Sheffield is a size 12 and a 36B

“ I was stunned when I found out- I had only entered 3 days before and didn’t think I had a chance. It was surreal, I had an alert pop up on my iPod Touch from Ultimo saying I was a winner and my mouth hit the floor. On the shoot I got to use a wind machine like Beyonce for my pics with my afro out, it was an experience to see what models go through to get that picture taken and the work that goes on behind the scenes. I also got to meet some amazing new friends who helped me strip down to my pants and see it through! It was a whirlwind of a day and an experience I won’t forget in a hurry…especially as i’m about to be all over the press semi naked!”

Leah Morris

Leah Morris, 35 from Ebbw Vale Gwent is a size 16 and a 38D

“Ultimo are indeed embracing what real women are. Women have different forms, each one beautiful and unique in shape. Taking part in the campaign was the chance for me to educate my daughters generation (all be it in a small way) that women have curves, and that our bodies are vastly different, that there is no such thing as “normal” and that a woman’s body is beautiful even if doesn’t meet the stereotypical image we seeing the media on a daily basis.  I really hope that other teenagers and women out there will draw strength from this campaign and embrace the body that they are blessed with, curves and all.  The support from friends, colleagues, family and especially my daughter who is so proud of her mum has been unbelievable! All in all the experience of being an Ultimo Real Women winner has been fantastic, I have gained new friends, taken part in new experiences and being part of a campaign that breaks down barriers and promotes real women is an honour- I still can’t quite believe I was chosen, it feels very surreal.”

Laura Sinden

Laura Sinden, 29 from Worthing is a size 12 and a 32E

“I think its a really nice idea that normal women are used in the campaign because you want to see how it looks on a normal woman, not how it looks on a skinny airbrushed model. Yes you’d love to look like that but we show that the undies look beautiful on normal people.”

Dal Dosanjh

Dal Dosanjh, 39 from Warwick is a size 12 and a 34D

“I was on a high during the duration of finding out and the actual shoot. However it was also very daunting. although connecting with the other Ultimo real winners – who were all so wonderful, and beautiful really softened the pressure, as we are all experiencing the same emotions. The shoot was amazing, but god the most nerving experience I’ve ever had. I’m usually a very confident, and outgoing person, but on the day of the shoot, I was feeling really nauseous, and having stomach flips. I suppose I was just confronting my insecurities, however the boost it gave me to my self-esteem, I can’t thank Ultimo enough. Being an Ultimo Real women really has inspired me, and it totally has changed the way I look at my body, after all I’m a real woman! And I would tell any woman out there if I could do it, so can you.The whole experience the other women (new set of friends), the shoot – location, the camera crew, PR, marketing, meeting Michelle, really has been the highlight of my year.”

Donna Evans

Donna Evans, 41 from Welwyn Garden City is a size 12 and a 34B

I was at home when I found out I’d won; I sat beaming when telling my husband what I’d won and then ran upstairs screaming to tell my daughter who’d been following the winners being picked with me each day.  The shoot was just amazing – I was made to feel so special the whole day & I just had so much fun!! Even forgot I was missing my family holiday!!  The best part of being an Ultimo Real Woman is the confidence it’s given me to be proud of who I am, as I never really believed in myself. But now I’m going to go out there and get what I want from life – in my business & in getting fitter, but loving me for me!”

“The whole experience has just been amazingly wonderful from the minute I was picked. I just wish I could do it all over again!!”

Becky Davenport

Becky Davenport, 28 from Wigan is a size 16 and a 36C

“ Applying was a spur of the moment thing. I follow Michelle (mone) on twitter and saw it, thought it sounded good and then went for it. I’m so glad I did it, one of my friends is a plus size model so she told me to go for it , she reassured me it would be fine. My family are really excited for me, my Mum has told my Dad he has to go into Debenhams and take a picture- he isn’t happy about that.”

Lisa Maclachlan

Lisa Maclachlan, 32 from Glasgow is a size 12 and 32E

It was truly a once in a lifetime experience. I’d love to be able to do it all over again. Michelle , Mone O.B.E told us it would change our lives forever and it already has. The support I’ve had from my partner, family and friends has been unbelievable, even strangers congratulate me on Twitter which is lovely. It was nerve wracking on the lead up to the shoot, I’d stand in front of the mirror in my underwear and cringe ‘oh, I don’t know if I can do this’  but when we were there we all soaked it up and loved every minute of it. It was very empowering and I can say that every single one of us can hold our heads up high now and say that we are happy with our bodies and that we are real women. I’d never want to be anything less than a size 12! “

Stina Sanders

Stina Sanders, 21 from Weston Super Mare is a Size 8 and a 32B

 “I really enjoyed the day and had a lot of fun with the Ultimo team! I think I would be mad to turn down the experience, as every girl would love having their photo taken”

Ashleigh Mae Campbell

Ashleigh Mae Campbell, 23 from Dunblane is a size 8 and a 32B

Group shot of Real Women Winners

Ultimo Real Women 2012 WINNERS!

Here at Ultimo we’ve been searching high and low for the perfect women to be featured in our Ultimo Real Women Camapign 2012 and the search has now come to an end. We can’t wait to share the images of our Ultimo Real Women after the shoot- watch this space!

The lucky winners will follow in the footsteps of famous models such as Luisana Lopilato, Penny Lancaster, Rachel Hunter and Helena Christensen by taking part in a sensational Ultimo photoshoot – with a celebrity photographer to boot.

Don’t worry if you didn’t get picked this year- The Ultimo Real Women Campaign is here to stay!

Love Ultimo x


Fall in love with Ultimo: Stunning SS12 Collection Unveiled


Stunning new SS12 collection unveiled in time for Valentine’s Day

We’re sure you have seen our gorgeous face & body Luisana hitting the headlines in the brand new collection just in time to raise temperatures this Valentine’s Day.

The campaign shots of the jaw-droppingly beautiful Mrs Buble reveals the sensational curves that stole his heart in our ultra-sexy new campaign.

Ultimo SS12 collection features three stunning new styles designed to create killer curves in lace, satin, sleek pastel and print.

Retro-inspired sophistication meets bombshell in the black and pink ‘Spy,’ creating a super seductive silhouette with irresistible curves.

Spy Bra £28.00 High-waisted brief £14.50


Mirage Bra £28.00 Thong £12.50

Celebrating feminine charm with pastel and lace, the timeless pale green and navy ‘Evangeline’ is elegantly flirtatious, while the silky animal print ‘Mirage’ is designed to reveal the inner temptress.

Evangeline Bra £28.00 Shorts £14.50

 “Women want to feel confident in their underwear by choosing a style of lingerie that accentuates all the right places,” says Michelle Mone OBE, creator of Ultimo.

 “The new collection is not only very sophisticated and feminine but feels comfortable as well so that you have that confidence from the inside out.”

 Luisana, added: “I usually have to wear plain underwear when I’m filming so it was incredible to be wearing such gorgeous lingerie.

 “I love the colour of Evangeline – the mint green really highlights my skin tone but the lace gives it that sexy edge.

 “The high-waisted shorts of Spy create gorgeous feminine curves which make you feel amazing.”

 Actress Luisana (24) – who has more than a million followers on twitter – was unveiled as the new face of Ultimo in October 2011, which helped spark a 34 per cent increase in sales in December last year when our winter campaign was unveiled in the run up to Christmas.

Luisana’s sizzling Ultimo winter 2011 campaign shots sparked a boost in sales

We are thrilled to have such an incredible model for the brand on board and have had terrific feedback.  Luisana’s natural beauty and charisma really reflect the confidence and curves that Ultimo is all about and we can’t wait to shoot the next campaign in a couple of months.

Ultimo founder Michelle Mone OBE with face & body Luisana Lopilato
 To see the full fashion collection visit and Debenhams stores nationwide

Don’t miss out on all our upcoming competitions, giveaways and special offers – like Ultimo on facebook

or follow us on twitter

Michelle and Peter_Credit_Stephen_Hughes

Whirlwind of excitement at Ultimo HQ

With so much going on at Ultimo HQ – the last couple of months have been a total whirlwind of excitement!

The team was in Canada shooting our incredible new Face & Body Luisana Lopilato – Michael Buble’s wife – who we unveiled in our fabulous Ultimo Miracle collection who has been an amazing success and is our biggest international signing yet, following in the footsteps of previous campaign models including Mel B, Sarah Harding and Helena Christensen.

Ultimo’s new Face & and Body Luisana Lopilato wears Ultimo Miracle Black OMG Bra £25

Then we launched the brand new Bra Queen label as part of an exclusive major partnership deal with Tesco – with Amy Childs revealed as the face of the brand. When you’re getting your shopping next time you’ll go and have a look – there are some gorgeous pieces and different designs for every taste from girly and elegant to animal print and black lace – from £7 it’s definitely worth putting some lingerie treats in the trolley beside your veggies.

Find your nearest store visit or go to

Meanwhile, aside from these two major launches, we are preparing to launch an amazing new Ultimo Beauty range for next year – which will lead on to perfume and tan. It’s a massive step in a new direction for the future of the company and we can’t wait to tell you more nearer the time but all we can say is you’re going to love it – start making space on your dressing table!

It has been a really crazy, emotional, challenging and quite unbelievable journey that Michelle re-lived for a BBC2 documentary with Peter Jones. In “How We Made Our Millions” – which was aired on Wednesday 9th November, the Dragon’s Den mogul followed Michelle for five months to make the fly-on-the-wall insight into how the story began and some secrets of the brand’s success.

Peter goes all the way back to the beginning of it all – Michelle’s childhood in a one-bedroom tenement flat in Glasgow’s East End.

She said: “I was a bit nervous about being filmed in a documentary style and at six foot seven it wasn’t easy to forget that Peter was following me around.

“But I ended up feeling quite relaxed and I opened up to him about all the trials and tribulations of growing up, my younger brother dying from spina bifida when I was eight, and my dad becoming ill at the age of 38.

“I talked to him about starting off working at the age of 10 doing a paper round and leaving school at 15 with very little qualifications, and being a mother and all the highs and lows of the last 14 years since Ultimo started – all our celebs and secrets.

“I was in tears because it unlocked a lot of heartache, but on the other hand opening up about it like that was also quite cathartic.

“I also discovered that I could have some form of OCD and always have to arrange my lingerie according to colour.

“It’s amazing how someone following you around makes you aware of things you do.”

You can watch it here on BBC iPlayer:

The countdown is on to our new range launches – get a sneaky preview at

Don’t miss out on all our upcoming competitions, giveaways and special offers in the run up to the festive season – like Ultimo on facebook

or follow us on twitter @ultimoworld

Animal Icon on sale

Ultimo Summer Sale!

Ultimo Summer Sale Now On! From stunning sets of fashion lingerie to fantastic discounts on our gorgeous Couture dresses make the most of our sizzling summer sale with up to a massive 70% off selected lines! Are you a budding bride to be? We have the perfect gowns and luxury Bridal lingerie in the sale too! Check out some of our great deals below and hurry – limited stock available!  Click here to go to the Sale!

DDG Miracle Balcony

Breasts in pole position as Ultimo Women go 20 degrees north!

Ultimo Miracle Balcony Bra 32-38 DD-G in black, white and nude from (£27)

Ditch those bras that leave breasts confused between east and west and go north with Ultimo‟s Miracle Balcony Bra (No Gel) for instant slimness, flattering curves and more than 50 per cent increased angle of lift.

It‟s a dream come true for bigger busted girls who want to bring their breasts back in line and pointed in the right direction – and lose two inches instantly revealing the perfect hour-glass figure.

The breasts are lifted to expose the slimmest area of the torso, not only giving a fantastic shape and renewed confidence but clothes will fit better as the silhouette becomes instantly slimmer.

With its Superior Advanced Cup Technology Ultimo‟s Fuller Bust Collection, which also includes the Miracle Plunge Bra, is designed specifically for larger cup sizes (from DD-G) offering unrivalled, lightweight support and comfort to lift, shape and empower the fuller busted woman.

The new and improved fuller bust cup shapes have been specifically designed not to add bulk to the bust, but rather to lift, sculpt and shape by revealing the waist and an hour-glass figure worth admiring.

Ultimo VIB (Very Important Breasts) Suzanne Tait, from Scotland, is pictured wearing a leading high street brand‟s balcony bra before changing into the Ultimo Miracle Balcony – and the results are obvious.

Framed by a flattering sweetheart neckline her breasts are instantly lifted, losing two inches across the width of her bust resulting in a streamlined, smoother look with the added comfort of heat sealed labels and fused straps. The 39-year-old was amazed by the immediate and stunning transformation.

After putting the Miracle Balcony to the test Suzanne, who is a curvy 36DD, said, “I couldn‟t believe the difference. The bra lifts you up without discomfort and it gives a far better, more defined shape under clothes and improves posture. Now I have discovered the range there is no going back!”

Michelle Mone OBE, creator of Ultimo, said, “The only way is north right now – forget east and west breasts, and no woman wants to go south! Our cups have been designed to propel you forward and upwards with maximum impact and comfort with minimum pressure on your shoulders. Why spend an average of £4000 on breast lift surgery when for just £27 you can have an instant pain free boost?”