Happy Birthday Ultimo! The A-list's favourite bust-boosting bra brand celebrates its 14th anniversary
- The brand launched in 1999 with a classic silicone filled bra
- Current face is Luisiana Lopilato, past faces include Kelly Brook and Mel B
- Brand shot to fame when worn by Julia Roberts in the film Erin Brockovich
- Boss Michelle Mone says last year has been tough but now improving
By RUTH STYLES
|
From Helena Christensen to Luisiana Lopilato, Britain's favourite bust-boosting bra brand has had a stellar succession of leading ladies in its campaigns over the years.
Starting with Lisa Snowdon in 1999, Ultimo has also worked with Penny Lancaster, Rachel Stewart, Peaches Geldof and Scary Spice, Mel B.
And to celebrate the brand's 14th birthday, we have brought together all of Ultimo's leading ladies.
Scroll down for video
Top form: Luisiana Lopilato is the current face of Ultimo but boss Michelle Mone is no stranger to the camera
Looking good: Kelly Brook shows Danny Cipriani what he's missing as she smoulders in an Ultimo Coco bra
'I am so thrilled to be celebrating the brand’s 14th birthday. Ultimo has grown from a single, small idea into a heritage UK lingerie brand,' said founder Michelle Mone, 41, herself no stranger to appearing in front of the camera in her underwear.
'I’m so proud of my team and excited about the year ahead, which is going to be enormous for Ultimo.'
The lingerie label, which launched in 1999, is famous for its cleavage-boosting designs and was one of the first to use celebrities rather than models in its campaigns.
Its first bra contained silicone gel and promised a boost without resorting to surgery. The enhancing lingerie proved a huge hit and a mega-brand was born.
Vamp in violet: Blonde model Melinda Messenger was one of Ultimo's earliest celebrity faces
Not so scary Spice! Former Spice Girl Mel B shows off her toned abs in this stunning shot
Pretty in pants: Danish supermodel Helena Christensen (left) and heiress Tamara Ecclestone (right)
'Ultimo launched with one bra concept and we have since had huge successes with other creations, including Ultimo Promise and the Backless Body,' added Mone.
'For me, our success is all down to the fact that we’re constantly striving to create that next incredible invention – paired with unrivalled fit and design.'
The last year has been a difficult one for Mone, thanks to her split from husband Michael, who co-founded the label, and news that her former flame is to launch a rival lingerie firm.
Matters were made worse by allegations of an affair with former Ultimo head designer, Samantha Bunn, who has now joined Michael at Pendulum Apparel.
'The past 12 months have been pretty tough to say the least, due to my separation,' admitted Mone.
But according to the lingerie supremo, prospects are looking decidedly perky as the dust settles in the wake of the split.
'I’m delighted to say that business is back on track and growing steadily,' she added. 'Our partnership with MAS Holdings means the sky is the limit and I’m very excited about Ultimo’s future.
'Here’s to another 14 years.'
For more information, see ultimo.co.uk
FROM GLASGOW TO THE WORLD! ULTIMO'S BEST MOMENTS
1996: Michelle has a light bulb moment at an event while wearing an uncomfortable, ill-fitting bra.
1998: She develops the first Ultimo design and patents the use of silicone gel in bras
1999: Ultimo launches on the high-street at Selfridges in London
1999: Michelle signs the first ever 'face and body' of Ultimo, Lisa Snowdon
2000: Julia Roberts wears Ultimo’s silicone gel-filled bra in Erin Brockovich
2004: Michelle replaces Penny Lancaster with Rachel Hunter, causing a media frenzy
2006: Ultimo launch the award winning Low-Back body, now one of the brand’s best-sellers
2008: Ultimo sign Spice Girl Mel B
2010: Ultimo becomes the first UK lingerie firm to show at New York Fashion Week
2010: Ultimo launches its first 'Real Women' campaign featuring 14 inspirational women from across the UK
2011: Ultimo launch a ground-breaking campaign, featuring completely un-retouched images of Kelly Brook
2012: Ultimo sells over 1,000,000 of 'The One' Bra – designed to remove the 'double boob' effect
2013: Ultimo joins forces with MAS Holdings, signalling a new chapter for the brand
2013: Ultimo unveils its first campaign for Adore Moi which features Melanie Sykes
Controversial: Peaches Geldof made almost as many headlines for her tattoos as for her Miss Ultimo lingerie
Rod's girls: Stewart's ex-wife Rachel Hunter (above) replaced current wife Penny Lancaster at Ultimo
Glamour girls: Brazilian bombshell Raica Olivera and Eastenders actress Kara Tointon get an Ultimo makeover
Showgirl: Sugababe Jade Ewen sparkles in a festive set of red and white lingerie
Read more: http://www.dailymail.co.uk/femail/article-2412116/Happy-Birthday-Ultimo-The-A-lists-favourite-bra-brand-celebrates-14th-anniversary.html#ixzz2e33ve2jd
Follow us: @MailOnline on Twitter | DailyMail on Facebook
