ultimo

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!

Love,
Ultimo x

MICHELLE MONE MODELS ULTIMO AT NEW CONCESSION OPENINGS

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!

Michelle Mone Liverpool 3   6
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:
http://bit.ly/UltimoNewArrivals

Love,
Ultimo x

 

 

Sophia bra (£35) &  brief (£18)

WELCOMING THE NEW YEAR WITH PETRA NEMCOVA FOR ULTIMO SS15

For the past couple of weeks we have been busy launching our spring/summer collection, with the beautiful Petra Nemcova.

In the brand new campaign, the Czech beauty showcases Ultimo’s stylish new fashion collection made up of six stunning designs available in sizes A-G cups, prices start from £12 for briefs and £24 for bras, and is available to buy now in store and online!

Whether you’ve been inspired by Fifty Shades of Grey and want to try some discreet strapping or you prefer a more feminine look with lace, there’s something for every woman.

Key pieces from the new collection include Sophia – a truly gorgeous, high-impact set crafted from soft black lace with blush pink underlay – and Ana (pictured), distinguished by sexy cage detailing with a seam of silver thread to beautifully frame the cleavage.

Sophia bra (£35) &  brief (£18)

Sophia bra (£35) & brief (£18)

One Ana bra (£24) and Brazilian briefs (£12)

One Ana bra (£24) and Brazilian briefs (£12)

A splash of colour is introduced to the collection thanks to Jessie in mulberry pink, the perfect everyday bra with gorgeous lace, overlaid onto glamorous soft pink fabric, offering a fashionable look, complete with a branded motif at the centre. Jessie also features a racer back option, making it really practical for different outfits.

JESSIE (bra £34; brazilian short £12)

JESSIE (bra £34; brazilian short £12)

This season we’ve also introduced some lounge and night wear options, a flirty upgrade from your onesie.

The Vivian slip is elegant and alluring, crafted from soft black satin, it is trimmed with contrasting black eyelash lace detail to create a delicate, yet striking slip, and finished with satin spaghetti straps that delicately criss-cross at the back.

VIVIAN slip (£40) - bra & selection of briefs also available

VIVIAN slip (£40) – bra & selection of briefs also available

The Eliza Cami is feminine, glamorous and seductive. Made from luxurious transparent stripe fabric and edged with ribbon slot lace trim, it’s a pretty alternative to lounge wear!

ELIZA cami (£30) ELIZA bra  & selection of briefs also available

ELIZA cami (£30) ELIZA bra & selection of briefs also available

Michelle Mone OBE, our founder, said: “I’m thrilled to announce that Petra is the new face and body of Ultimo. She is a supermodel who has international success, and – as you can see from the new campaign images – it’s easy to understand why. We’re delighted to have her representing Ultimo.”

You can watch our behind the scenes video with Petra below:

We hope you love the new collection as much as we do!

For more information or to shop the new collection click here:

http://bit.ly/UltimoNewArrivals

Love,

Ultimo

x

HERE COMES THE BRIDE!

MANDATORY CREDIT: "Ultimo Bridal is available from Debenhams & u

You’ve no doubt spent days, weeks and months leafing through mountains of bridal magazines on the hunt to find the most important dress you will ever own. Be it fitted, fancy or fit for a princess, you want to make you look and feel the best you ever felt as you walk down the aisle to adoring glances from your friends and family and into the arms of Mr. Right.

You’re a picture of perfection from the outside, but just how important is it to get it right from the inside out. The most beautiful buildings begin with the best foundations and sporting the best support underneath the dress of your dreams is every bit as I important as the dress itself.

As your wedding day is a long one, it’s so important to feel comfortable and accentuate your best assets from morning, noon to night. When it comes to lingerie it doesn’t get much more sumptuous than Ultimo’s brand new Bridal collection. The beautiful range, made up of soft satins with exquisite lace trims and delicate detailing designed to excite any bride-to-be and have others wishing for a marriage proposal – if only for an excuse to wear our perfect pieces.

Modeled by married model mum and the face and body of Ultimo, Abbey Clancy, the bridal collection has subtle 1920’s detailing, with delicately darted seams, beautiful eyelash lace finishes and pearl drop bows all made up in a delicate soft ivory designed to flatter the female form in all it’s glory with sizes available from 30-38 A-DD and 8-18.

Abbey, who married footballer beau Peter Crouch in 2011 wearing a custom made Giles Deacon gown said; “The Ultimo bridal collection is simply stunning. Each piece is so beautiful and I love the little details, like the delicate powder blue bow and vintage look finishes that work perfectly as ‘something blue’ making any bride look and feel stunning from the inside out.”

The sensual satin and lace pieces include the strapless multi-way bridal bra with removable gel for essential uplift and a strapless multi-way bridal basque corset with matching thong and flattering French knickers. The collection also features a separate suspender belt so that the bride can wear stockings, and the traditional garter belt to add the final flourish.

Ultimo founder, Michelle Mone OBE said: “The dress of your dreams will always turn heads, but the right lingerie is an important and special purchase that you need to get right. Bridal lingerie should fit you perfectly, complementing and enhancing the figure as well as being invisible.”

“The Ultimo bridal collection is nothing short of heavenly. Each piece offers exquisite design and flawless detailing meaning brides-to-be can treat themselves to the ultimate intimates and feel the sexiest they ever have on the biggest day – and night – of their lives.”

Check out Ultimo founder Michelle Mone’s top tips for picking the perfect bridal lingerie:

Q. How important is it for a bride to wear the correct underwear?

Your wedding is one of the most memorable days of your life, but with all the buzz surrounding the big day, sometimes the little things – like the perfect lingerie – can get left to the last minute and that’s not good. Bridal lingerie is as important as the gown itself, ensuring you feel exquisite yet sexy and, most importantly, comfortable and well supported. If your dress is sleek or fitted, I would recommend Ultimo’s ‘Invisible’ underwear to give a smooth silhouette. You need to be careful if you choose anything with lots of embroidery, lace or detailing as it may show through. The right lingerie will increase your confidence because you know that you are wearing underwear that not only fits perfectly, but also beautifully enhances your shape and figure.

Q. What advice to you have for a bride on her big day?

Wear something new and sexy under your wedding dress and on your wedding night when it comes to lingerie. Wedding underwear is fun to buy, so have fun choosing the perfect pieces – shop with mum or your bridesmaids and make the most of it. Make sure to try on each piece together, whether it is a bra and brief set or a basque or corset. If you plan to wear stockings under your gown, make sure that you remember to add a separate suspender belt as reaching the top of the aisle to find your stocking at your ankles is not a good look! Also, don’t forget the traditional garter belt to add the final flourish to your lingerie look.

Q. Can a bride be both comfortable and sexy on her wedding day?

Of course she can. The dress of your dreams will always turn heads, but the right lingerie is an important and special purchase that you need to get right! Bridal lingerie should fit you perfectly, complementing and enhancing the figure as well as being invisible. Remember, you’ll be on your feet and in front of cameras all day long so comfort is key. I’d recommend brides opt for a second set of underwear for their wedding night, so they can choose a set to enhance shape during the day and something sexier for later!

Q. Should brides go for an underwear fitting to make sure they look and feel their best?

Without question, it is vital for a bride to be expertly fitted before selecting her wedding lingerie. As a wedding dress isn’t exactly the type of attire you wear everyday, nor should the lingerie you wear underneath it be. Ultimo have fully trained lingerie experts in the UK’s largest department stores so as soon as you have selected your wedding gown, I would recommend you make an appointment for a fitting and explore various shapes, strap solutions, extreme low backs or differing décolletages and your fitting expert can advise on the perfect solutions and styles to boost your assets.

Love,

Ultimo x

Shop the new Ultimo Bridal collection & view stockists at http://www.ultimo.co.uk http://www.ultimo.co.uk

5000 LIMITED EDITION BRAS…5 LUCKY WINNERS!

 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 www.ultimo.co.uk & 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 www.ultimo.co.uk & 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!

GOOD LUCK!

Love,

Ultimo x

Enter here: http://www.ultimo.co.uk/limited

Terms and conditions apply.

 

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Most comfortable bra is a DREAMWIRE come true for Ultimo

 

ULTIMO LAUNCHES WORLD’S MOST COMFORTABLE BRA
Revolutionary new hybrid model is a DREAMWIRE come true

The UK’s leading lingerie designer has unveiled a new cutting-edge invention designed to revolutionise the engineering of the everyday bra.

Ultimo’s new Dreamwire bra combines the comfort of a wireless design with the support of an underwire to create the perfect shape and ultimate comfort and stop digging.

After 19 months in development by Ultimo’s technical and design teams in the UK and Hong Kong, this hybrid innovation features a secret wire encased in soft foam for support, comfort and lift and a unique back design to eliminate overspill.

Tested by focus groups in 24-hour wear trials, the patented design technology of the Dreamwire was said to feel ‘barely there’ and ‘so light it didn’t even feel like wearing a bra.’

Available in black and nude in sizes A-DD at £24, the super-smooth lightweight fabric makes Dreamwire perfect for even the most figure-hugging top – helping maintain sweeping Ultimo curves without compromising on comfort, fit and wearability.

Michelle Mone OBE, founder of Ultimo, said: “I have always wanted to find a solution to the discomfort of wires digging, but without losing the shape and support that you get from it, so I came up with the dream combination.

“The underwire versus soft cup is an industry bra battle that has gone on for a long time, and we have been working to develop a hybrid model which we believe makes history in the evolution of lingerie design.

 “Each component of the Dreamwire has been specifically designed to give women an amazing, comfortable new experience and further expand Ultimo’s line of industry-leading inventions with one of the most exciting yet.

“Wires can be so uncomfortable and cause red marks. The wires on this bra are supported by a pillow so they don’t touch your skin. Our wear trials were phenomenal and women still didn’t feel like they had a bra on.

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“I’m so honoured that I’ve managed with my team to create my 13th invention, Dreamwire.
I wear it myself while working out and I feel bra-less.”

 Over the past decade, Ultimo has developed an innovative range of Miracle solutions to solve a multitude of dilemmas while always aiming to create the perfect silhouette – helping women boost curves and confidence by helping making the most of what they have thanks to advanced technology and cutting-edge design.

 The Ultimo Miracle range first catapulted Ultimo on to the world stage in 2000 when Julia Roberts sported one of the patented OMG gel-filled bras as Erin Brockovich in the box office smash.

 Buy Dreamwire here http://www.ultimo.co.uk/shop/dreamwire-339

 

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Fall in love with Ultimo: Stunning SS12 Collection Unveiled

FALL IN LOVE WITH ULTIMO

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
http://tinyurl.com/79ysd7b

 

Mirage Bra £28.00 Thong £12.50
http://tinyurl.com/7n69zrz

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
http://tinyurl.com/7qpfumn

 “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 www.ultimo.co.uk and Debenhams stores nationwide

Don’t miss out on all our upcoming competitions, giveaways and special offers – like Ultimo on facebook www.facebook.com/pages/Ultimo/256959752075

or follow us on twitter www.twitter.com/ultimoworld

 
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 www.ultimo.co.uk 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 www.braqueenmichelle.co.uk or go to www.tesco.com/clothing

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:

http://www.bbc.co.uk/iplayer/episode/b0175q02/Peter_Jones_How_We_Made_Our_Millions/

The countdown is on to our new range launches – get a sneaky preview at http://www.ultimo.co.uk/shop/fashion

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

www.facebook.com/pages/Ultimo/256959752075

or follow us on twitter @ultimoworld

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 http://www.ultimo.co.uk (£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?”

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Ultimo keep it ‘Real’ with gorgeous new campaign

Ultimo, the UK’s leading designer lingerie brand, have joined the war on size zero by opting to use “real women” for its new campaign, which is unveiling this week throughout the press, http://www.ultimo.co.uk and Debenhams stores nationwide.

Ultimo, which specializes in lingerie in sizes A to G cup, launched a competition last November to find real girls to showcase its summer collection. Thousands of women from across the UK applied via Facebook and Twitter, who were eventually whittled down to just eleven!

Shot in a series of elegant poses and sporting the brand new summer collection, the gorgeous winners range in sizes from 8-18 and ages 22-46 years and 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.

Michelle Mone OBE (39), creator of Ultimo and the brains behind the campaign, 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 eleven lucky ladies 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 babes Sarah Harding and Mel B! The winners also bagged six months worth of Ultimo lingerie.

Michelle 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 lucky finalists chosen to front the brand. Their images will be used online at ultimo.co.uk and in Debenhams stores nationwide.

 

Singer and Mum-of-four Michelle (31) said:

“Being involved in the campaign has been amazing. I represent every mother 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.

The new Ultimo summer collection is available now from Debenhams stores nationwide and online at  www.ultimo.co.uk priced from £12.50.