Ultimo aims to be out of this world with ICON campaign
To support the launch of lingerie firm Ultimo’s new ICON bra, the brand has commissioned Scots photographer John Wright to deliver its promotional imagery.
The image which will promote the Ultimo bra online, as well as in window displays and POS, has been in development for the last two years, and features a model, who was suspended using the world’s smallest harness, before post production work created the space scene surrounding her.
The space theme has been used to reflect the bra’s advanced technology which aims to create a ‘weightless’ and ‘uplifting’ feel for the wearer.
The brand has chosen to move away from its regular use of celebrity led campaigns as it aims for the product to be the main focus of the campaign and resulting publicity.