Michelle Mone OBE is on a mission to challenge today’s image-obsessed society by putting 24 ‘real women’ in her forthcoming lingerie campaign! Michelle has launched her hunt today, Sunday 7 November, and is calling on women ‘of all ages (over 18), shapes, sizes and backgrounds’ to apply.
The 24 lucky ladies who make the cut will be taken to London for a full-scale fashion shoot with the Ultimo ‘glam team’, including photographer Dan Kennedy – who shot Ultimo models Mel B, Sarah Harding and Rachel Hunter – hair and make-up artists, stylist and lighting experts. The winners will also walk away with 6 months worth of Ultimo lingerie.
Michelle, 38, who bravely stripped off for her own lingerie shoot last month, said;
“Celebrating our customers by putting them in one of our campaigns is a bold move, but it feels right and I’m so excited about it. Over the years Ultimo has become synonymous with celebrity campaigns, but our product is designed specifically for real women, so this is 100% the right thing to do and I can confirm that we won’t be appointing a celebrity this season, which is a first for us in our ten year history!
“Fashion can be very cyclical, but more and more we’re seeing ‘real’ women appearing in campaigns and on the catwalk and I really hope it’s a trend that is going to stay. I’m just happy to be doing my bit for real women and can’t wait to announce our 24 lucky winners.”
Michelle’s firm ran a similar campaign earlier in the year for the Ultimo Couture womenswear collection, but this is the first time real women will be used to model Ultimo lingerie, which is available from Debenhams stores in sizes up to a G cup. Previous models for the brand have included Kelly Brook, Mel B, Sarah Harding and Helena Christensen.
“While I think it’s wonderful to celebrate the curvier woman, I think you also have to balance the fact that there’s a lot of women out there on the smaller side too who are just as ‘real’ and healthy, so we’re looking for women who are anything from a size 6 through to a size 20. We’re also specifically looking for women who really deserve some pampering and to be spoilt for the day.”
Women can apply now online via the Ultimo website, so log on now for your chance to be an Utimo model!