Ultimo Bra's now in D to G Cup

Ultimo Bra's were launched in 1999 by Michelle Mone and her husband Michael.

The Bra's featured patented liquid silicone gel technology to give a natural cleavage that replicates the movement of real breast tissue.

Ultimo Bra's were launched in Selfridges in London in August 1999 where 6 weeks stock sold out in 24 hours. This was followed by an agreement with Debenhams to sell Ultimo Bra's in all of their stores throughout the UK.

Since then many famous models including Sarah Harding, Helena Christensen, Rachel Hunter and Ruby Stewart have featured in the brand's advertising.  

Key moments for the brand include Julia Roberts wearing an Ultimo Bra for her leading role in Erin Brokovich.

In 2003 Penny Lancaster became the first face and body of Ultimo and in 2007 the Ultimo range expanded to include larger cup sizes, from D to G cup.

In 2009 a new range was launched called Miss Ultimo, a lingerie collection for young women and endorsed by Peaches Geldof.

Also in 2009 the curvaceous Melinda Messenger was employed by the company to promote their range of bra's for larger breasted women.

As part of the brand's 10th anniversary celebrations in 2009 Mel B became the new face and body of the brand.

In March 2010 voluptuos Kelly Brook became the new face and body for Ultimo lingerie.