14 DAY TRIAL // Lending an ear to the complaints received from customers and guided by the warm response to the first campaign of the kind, lingerie giant Ultimo has hired 7 “real women” to front the latest ad campaign, instead of professional models.
Recent months have seen an increase in the number of initiatives of the type, prompted mostly by women’s complaints that they need to see real women in the pages of magazine and on billboards, and not size 0 girls.
With the mention that the term “real women” refers to just that – and not to overweight girls and women – Ultimo launched the auditions for the latest campaign, the Daily Mail informs.
Thousands of girls and women in the UK applied for the modeling job, but only 7 were lucky to be chosen after meeting all the requirements: they are size 8 to 18 women aged 18 to 31.
Real women by all counts, in other words.
“The newly appointed women, pictured modeling the latest underwear and dress collections for Miss Ultimo, Ultimo and Ultimo Couture, represent the second 'real women' campaign for the firm in the space of two weeks,” the Mail writes.
The British publication also has the first photos with the brand new models.
As the CEO of Ultimo Michelle Mone, who also lost 6 stone after she modeled for a similar campaign last year, puts it, all 7 women represent body types to which all women can relate.
“We were overwhelmed by the response from our last competition. All of the women were thrilled and did a brilliant job,” Mone adds, referring to how many women applied for the job.
Aside from getting to try their hand at modeling and soon seeing their face (and body) online and in brick-and-mortar stores, the women also contributed to a good cause by taking part in the campaign.
“We managed to raise an incredible £100,000 with this campaign for charities including Breast Cancer Care, Cash for Kids and Children with Leukemia,” Mone tells the Mail.
“Underneath the glamour of all the make-up artists, hair stylists and crew, we all knew we were doing something really worthwhile which made the day even more special,” she adds.