We salute the best of the Ultimo ultimates — from Kelly Brook to Mel Sykes
As the lingerie brand created by tycoon Michelle Mone prepares to shut its doors in Britain, we take a look at some of the strapping celebs who have supported, and been supported by, the famous push-up bras
AFTER sagging behind the competition, lingerie brand Ultimo is shutting up shop in Britain.
But with Melanie Sykes, Melinda Messenger and our Bust in Britain judge Kelly Brook all having posed for the push-up bra specialist, we are left with some fond memories.
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Ultimo was created by lingerie tycoon Michelle MoneCredit: Getty Images - Getty
The Glasgow-based label was famed for using a strapping set of celebs in its campaigns over two decades in the industry – always picking the British star of the moment to slip into its lingerie.
But it was partly thanks to an American, actress Julia Roberts, that it became a global hit.
The Hollywood star reportedly wore an Ultimo bra for Oscar-winning film Erin Brockovich in 2000.
Michelle Mone, who went on to become a Tory peer, co-founded the brand with her then-husband in 1996.
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After learning of Ultimo's plans, Mone tweeted: 'It’s very sad to see the brand I created 21 years ago is closing down'Credit: Getty - Contributor
In 2014, she sold a majority stake to Sri Lanka’s MAS Holdings and left the firm the following year.
Lady Mone, 46, tweeted this week: “It’s very sad to see the brand I created 21 years ago is closing down.”
So as it is laid to breast on these shores, here CLEMMIE FIELDSEND looks back at Ultimo’s ultimate line-up.
Penny Lancaster - 2002
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ROD STEWART’S model wife certainly wore it well at this Ultimo fashion show in Glasgow. As the face of the brand 15 years ago, she got her Hot Legs out for numerous campaigns.
Katie Price - 2005
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THE glamour model of the moment squeezed her famous assets into Ultimo’s sultry smalls. Katie, aka Jordan, was picked to launch the brand’s Young Attitude range.
Gemma Atkinson - 2007
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FRESH out of Hollyoaks, Gemma had no trouble fronting up for Ultimo. The Strictly finalist was 23 in 2007 but looks just as incredible today and would still waltz her way into the job.Credit: Handout
Melinda Messenger - 2008
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FORMER Page 3 favourite Melinda was up for the cups ten years ago. The then 37-year-old mum of three modelled for the bigger D-G bust range – with some XL-ent results.Credit: News Group Newspapers Ltd
IT was a Kel of a year in 2010 – for the bra brand and our very own Ms Brook. She returned to her underwear modelling roots for Ultimo, and appeared in Playboy magazine the same year.Credit: Handout
Kelly Brook lingerie shoot
Mel Sykes - 2013
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THE presenter was 43 when she was signed up to show off her toned Bod – and by ’eck she was gorgeous. Mel, who found fame in the Boddingtons ads, fronted Ultimo’s Christmas campaign.Credit: Dan Kennedy - The Sun
Abbey Clancy - 2014
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MOST of us wrap up when the cooler seasons hit – but not sizzling Abbey. The model mum, who is married to footballer Peter Crouch, showed off Ultimo’s autumn/winter offering.Credit: Handout
