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The changing faces of Ultimo


 - The changing faces of Ultimo

Scottish bra company, Ultimo launched in 1999 but it wasn't until 2002 that the Ultimo Bra phenomenon was born!

In 2002 Penny Lancaster, girlfriend of Rod Stewart, was the original face of Ultimo until a falling out with Ultimo creator Michelle Mone OBE saw her replaced with Rod Stewart's ex-wife, Rachel Hunter in 2004 - ouch. reported that Mone had, infact, always wanted Hunter but that Lancaster had just been the "cheaper" option - double ouch!

Following Rachel Hunter's departure in 2005, Katie Price was the face of Ultimo for all of 5hrs before she was unceremoniously sacked by Mone. It was revealed last year by the Daily Mirror that the Ultimo Bra boss sacked Jordan after she "called a nervous junior marketing girl the c-word".

Actress Jennifer Ellison was chosen as a replacement for the "Young Attitude" range after Jordan's sudden departure with Mone calling her "a far better option and far classier". Hmmmm.

Irish, pop singer, Samantha Mumba also made a brief outing as Ultimo's face in '05 but was quickly superseded by supermodel Helena Christensen in 2006.

Girl's Aloud singer, Sarah Harding took up the mantle from Christensen, modeling for the A-C range from fall/winter 2006 and was joined by 34F, former Hollyoaks star, Gemma Atkinson as Ultimo launched a new D-G cup range.

A year later it was all change again as Spice Girl, Mel B was announced as Sarah's replacement in spring 2008 and ex-page 3 model, Melinda Messenger replaced Gemma Atkinson for the D-G range for the fall/winter 2008/9 campaign.

2008 was a busy year with Ex-Liberty X singer, Michelle Heaton drafted in to support a Dublin store launch and tabloid fave, Katie Green joining the Ultimo stable after being told, at size 12, she was too fat for modeling by a top modeling agency - she was later dropped for being snapped topless on a holiday abroad.

Michelle Mone OBE also launched an exclusive Ultimo range for Debenhams called Adore Moi. In 2007 Kimberley Stewart was signed as the face of the Adore Moi while later that year Rod Stewart's other daughter Ruby also modeled for an Ultimo campaign.

Nell McAndrew replaced Kimberley in '08. In 2009m GMTV presenter, Jenni Falconer made her lingerie modeling debut as the new Adore Moi girl following her athletic training for the London Marathon.

Ultimo's creator also designs a new range called Michelle for George, at Asda. The range was fronted by ex-Hear'say singer Suzanne Shaw until 2009 when ex-Eastender's actress Kara Tointon took over.

Images all © Ultimo


Fashion Editor
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