Ultimo, which describes itself as the UK’s leading designer lingerie and womenswear brand, says it was inundated with applicants wishing to earn their modelling stripes with the underwear company. CEO of Ultimo Michelle Mone OBE - , who herself lost an impressive six stone before modelling her own lingerie in a campaign last year - said; 'We were overwhelmed by the response from our last competition. 'All of the women were thrilled and did a brilliant job.' The newly appointed women, pictured modelling the latest underwear and dress collections for Miss Ultimo, Ultimo and Ultimo Couture, represent the second 'real women' campaign for the firm in the space of two weeks.
(Glamour within reach: Ultimo is known for championing the non-professional model in its campaigns)
The images from the shoot will be used online at www.ultimo.co.uk and in Debenhams stores throughout the UK. The lucky seven, who hail from all over the UK, include medical therapist Natalie McDonald, 25, administrator Rochelle McHaghney, 18, 28-year-old gym owner Cat Boyle and 21-year-old marketing student Kirsty Anderson. And while the day may have been good fun for the women, it was also in aid of a good cause.
Michelle Mone says: 'We managed to raise an incredible £100,000 with this campaign for charities including Breast Cancer Care, Cash for Kids and Children with Leukaemia. Underneath the glamour of all the make-up artists, hair stylists and crew, we all knew we were doing something really worthwhile which made the day even more special.
Natural beauty: The women enjoyed modelling both lingerie and evening wear from Ultimo's summer collection
Via Daily Mail UK.