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Ultimo boss says no to size zero for new ad campaign

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By The Drum Team, Editorial

April 11, 2011 | 2 min read

Ultimo boss Michelle Mone has recruited "real women" instead of size zero models to star in the lingerie brand's next advertising campaign.

The Scottish entrepreneur, who previously signed Kelly Brook to sport the brand's briefs, started a search for "real" models on Facebook and Twitter in November.

Out of thousands who applied 11 women - who range from size 8-18 and age 22-46 - have been chosen to be the new faces of the brand's campaigns.

Mone said she had decided to move away from celebrity endorsements becomes people are "fed up seeing models with unrealistic body images that they can never achieve themselves".

“This campaign was about bringing together a group of normal girls who are happy with their bodies and proud to show them off. The girls did a phenomenal job and the results speak for themselves," Mone said.

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