Fashion has always been about perfection; a world where the skinny and towering tall strive. Well maybe it’s about time we change that! At least it seems lingerie brand Ultimo certainly think so...
It’s about time to forget the models, and Ultimo have done just that. The brand has decided to use seven ‘real’ women to front their new lingerie collection.
Ultimo have opted to choose women who will actually end up buying their products rather than the perfect silhouettes usually seen sporting sexy undies on billboards the world over. The seven lucky ladies were picked from over 10,000 applicants, all of whom are aged between 18 and 46 and range between sizes 8 to 18.
Despite being gorgeous, the girls could not be any more normal. They include a 21-year-old student, a 25-year-old medical therapist and an 18-year old administrator.
This is the second time that Ultimo have promoted their underwear through the use of ‘real women.’ The move is a real step forward for the fashion industry, which has always promoted the mantra that skinny is stylish. Not only will the campaign send a new message to fashion giants, but it’s all in the aid of an even bigger cause. The label has managed to raise an astounding £100,000 for charities including Breast Cancer Care, Cash for Kids and Children with Leukaemia.
The fashion revolutionary shots will be shown at on the Ultimo website as well as Debenhams stores nationwide.
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