Ultimo has selected 14 "real" women to be the faces of its new dress collection, the Daily Mail reports. The women--all between 20 and 53 years old and UK sizes 8 to 18--were chosen at random through Facebook and were treated to Ultimo-style makeovers before having their own photo shoots. Their images will appear un-retouched in UK's Debenhams stores and online at Ultimo.co.uk.
This is the lingerie brand's first foray into clothing--and the first time it's ditched skinny celeb models like Peaches Geldof and Rachel Hunter. Founder Michelle Mone said, "It's all about championing different shapes and sizes, so having our customers be the stars of the show instead of using a celebrity was the natural choice."
We'll be interested to see if Ultimo uses real women in a lingerie campaign.
Take a look at the new Ultimo ads: