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SO LINGERIE, FAREWELL

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

By Clemmie Fieldsend
11th April 2018, 10:30 pm
Updated: 12th April 2018, 7:56 am

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.
Getty Images - Getty
Ultimo was created by lingerie tycoon Michelle Mone

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.
Getty - Contributor
After learning of Ultimo’s plans, Mone tweeted: ‘It’s very sad to see the brand I created 21 years ago is closing down’

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
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
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
Handout
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.

Melinda Messenger – 2008
News Group Newspapers Ltd
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.

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Kelly Brook – 2010
Handout
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.
Kelly Brook lingerie shoot

Mel Sykes – 2013
Dan Kennedy - The Sun
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.

Abbey Clancy – 2014
Handout
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.
Abbey looks 'fresh' in new Ultimo collection
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