Ultimo Drops Peaches Geldof, Picks up Kelly Brook

We were excited to see Peaches Geldof in recent campaigns for Miss Ultimo (see them here, here and here), but she is now being dropped from Ultimo in light of rumors about a drug and sex scandal. An Ultimo spokeswoman said:

“We have been in meetings all morning with regards to the stories that have surfaced over the weekend about Peaches and unfortunately we have no option but to terminate her contract.”

She went on: “Miss Ultimo is a brand geared towards a young female audience and as a company we have a social responsibility to ensure we are promoting only positive role models that young women can aspire to.

“We are thus in the process of removing Peaches from the website and we are working with Debenhams to remove her visuals from all Miss Ultimo shops and window displays throughout the UK.”

Ultimo founder Michelle Mone elaborated:

“We’ve given this a lot of thought, but there’s a point where a business must stick to its principles and as a brand that targets young women, we feel it is impossible for Peaches to continue to work with us as the face of Miss Ultimo lingerie.”

It’s not all bad news at Ultimo, however! Kelly Brook has been signed on as the newest spokesmodel for the brand, following in the footsteps of Mel B. Here are some stunning photos from the new campaign:

Kelly Brook, Miss Ultimo Lingerie

Kelly is quoted on the Ultimo website as saying:

“There is something incredibly sensual about lingerie; I find that it always makes me feel confident and sexy, knowing I’ve got something beautiful underneath my clothes.”

Mone said:

“Kelly is a natural beauty and is effortlessly sexy, making her the perfect choice for Ultimo. She epitomises the Ultimo woman and looks incredible in our new designs. This campaign is our most striking yet and represents the qualities of the new range: irresistibly sexy, luxurious, aspirational and feminine. The pictures really do speak for themselves.”