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Thursday, 5 September 2013

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

PUBLISHED: 10:20, 5 September 2013 | UPDATED: 12:53, 5 September 2013

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

Current face: Argentine beauty Luisiana Lopilato is the current face of Ultimo

Michelle Mone: Ultimo supremo Michelle is no stranger to the camera

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

Michael Bublé's wife Luisana Lopilato models for Ultimo

'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

Gorgeous: Stunning Danish supermodel Helena Christensen has posed for Ultimo

Luxe for less: Tamara Ecclestone showed that she doesn't always have to drip with diamonds in this shot

Pretty in pants: Danish supermodel Helena Christensen (left) and heiress Tamara Ecclestone (right)

Melanie Sykes fit and fabulous in Ultimo Adore Moi campaign

'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

Does he think she's sexy? The former Mrs Rod Stewart, Rachel Hunter. in Ultimo

Rod's girl: Penny Lancaster was replaced by Rachel Hunter at Ultimo

Rod's girls: Stewart's ex-wife Rachel Hunter (above) replaced current wife Penny Lancaster at Ultimo

Brazilian bombshell: Model turned fashion correspondent Raica Oliveira poses for Ultimo

The Old Vic? What Old Vic! Eastenders girl Kara Tointon goes upmarket in Michelle for George undies

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

Wednesday, 19 September 2012

Ultimo, British lingerie brand celebrates its 13th birthday; FEMAIL looks back at the girls behind the bras

Happy birthday, Ultimo! As the British lingerie brand celebrates its 13th birthday, FEMAIL looks back at the girls behind the bras

Women including Luisana Lopilato, Helena Christensen, Peaches Geldof and Elen Rivas have all modelled for Michelle Mone's underwear lines

By BIANCA LONDON

PUBLISHED: 00:10, 19 September 2012 | UPDATED: 18:48, 19 September 2012

Saucy lingerie brand Ultimo is today celebrating its 13th birthday.

So FEMAIL is raising a glass to company founder Michelle Mone and the gorgeous girls who have loaned their bodies to her brand over the years.

The following retrospective highlights how Ultimo has grown and developed over the past decade, and how the models helped showcase the label's various lines along the journey.

Michelle Mone, mother of three, launched Ultimo 13 years ago today

Michelle Mone OBE, founder of Ultimo, stripped off in 2010 to model her own lingerie for the first time

Today, Ultimo remind us exactly why they are the UK’s leading lingerie designer as they shows off some of their most famous celebrity models in celebration of the brands 13th birthday.

The lingerie firm have shot some of the world’s most beautiful women in their smalls and want to show off just why they were chosen for the prestigious role as the face and body of Ultimo or one of the sister brands.

Faces have included superstars such as Mel B, Penny Lancaster, Rachel Hunter and most recently Luisana Lopilato.

Michelle Mone OBE said: 'I can’t believe it’s Ultimo’s 13th Birthday. My dream was to create a successful brand and although thirteen is unlucky for some, I am still living the dream!'

Not only famous for their celebrity faces in the past thirteen years Ultimo have invented products which have shaped the lingerie industry and created solutions for women across the worlds lingerie dilemmas.

Michelle added: 'My main aim at Ultimo is to boost women across the worlds confidence and ensure they feel good about themselves.

'I like to think of myself as an inventor which is why at Ultimo we have launched an incredible 13 inventions in the past 13 years.

From the backless bra to the frontless bra, to the two cup sizes bigger bra, if you have a fashion dilemma Ultimo has the solution.'