In an encouraging trend, Ultimo are the second brand in a week to announce the use of more mature models in their marketing.

Ultimo’s ‘real women’ campaign uses women aged 22-46 – with two women in their forties – and of different shapes to model their new season lingerie. And as well as a great way for Ultimo to include and celebrate their fans and customers, it’s useful as a buyer to see underwear modelled on figures more identifiable to your own too.  While ‘real women’ is not a term that we at Busts 4 Justice find particularly helpful, it is fantastic that another lingerie company is celebrating its customers in all their ages, shapes and sizes.  Who knows – could Ultimo will be a shade braver next season and recruit a woman in her fifties?