Ultimo boss says no to size zero for new ad campaign
Ultimo boss says no to size zero for new ad campaignUltimo boss Michelle Mone has recruited "real women" instead of size zero models to star in the lingerie brand's next advertising campaign.
The Scottish entrepreneur, who previously signed Kelly Brook to sport the brand's briefs, started a search for "real" models on Facebook and Twitter in November.
Out of thousands who applied 11 women - who range from size 8-18 and age 22-46 - have been chosen to be the new faces of the brand's campaigns.
Mone said she had decided to move away from celebrity endorsements becomes people are "fed up 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," Mone said.
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Didn't someone aleady run with a very similar campaign to this about 5 years ago? M&S?
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Dove have done this and LK bennett are doing the same for their existing campaign. This is hardly original. Anon 16.48 - that made me smile.
'Does my bum look big in this?'
'Yes love it does - that's because you're a real woman'
Utter rubbish. Even 'real women' want to hide from the truth.
Pretty sure the models they used previously were "real women" too. Just better looking ones than these munters.
Hasn't Bravissimo been doing this for over a decade?
If you check the archives you'll find that Ms. Moan fell out with many of her so called celeb models within a few months of hiring them! Clash of egos?
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