Abbey Clancy is sexy and provocative in new Ultimo campaign

by Taryn Davies | 27 January 2014

Abbey Clancy looks incredible in the new Ultimo campaign

Abbey Clancy flaunts her gorgeous figure in a range of sexy underwear for the new Ultimo SS14 collection.

The Strictly Come Dancing winner was announced as the newest face of the brand late last year and we've been waiting to see campaign eagerly - it's safe to say it was worth the wait. Abbey looks amazing.

Abbey said: “I’m thrilled to be the new face and body of Ultimo, following in the footsteps of so many gorgeous women. The new collection is beautiful and all about celebrating your body. My favourite piece from the range is Ultimo ‘Hallie’, which gives incredible cleavage and looks really luxurious on the skin – I just love it."

Abbey Clancy models the Hallie bra

And we think the bra loves her too.

Ultimo was founded by Michelle Mone OBE and is now jointly owned by the entrepreneur and MAS Holdings, the world’s leading manufacturers of intimate apparel.

Abbey, 28 replaces Michael Bublé’s wife Luisana Lopilato as the face and body of the brand and it's something that definitely works.

Michelle Mone OBE, Founder of Ultimo, said: “Abbey looks incredible in our spring/summer campaign and embodies the Ultimo brand perfectly. She’s body-confident, beautiful and feminine – all the qualities associated with Ultimo. 2014 is going to be a momentous year for the brand and this is the perfect start.”

She added: “The new Ultimo collection offers gorgeous lingerie for every occasion and I can’t wait for women try it. We’ve been working tirelessly over the past year to improve our product range and fit – including our famous ‘OMG’ Plunge bra, which is now 50% lighter – and I believe that Ultimo now offers the very best fit on the market.”

Ultimo’s heritage is built on enhancing the female form, with a specific focus on cleavage boosting and uplift. The brand’s very first design, the ‘OMG Plunge Bra’ with in-built silicone, was worn by Julia Roberts to create her impressive cleavage in Erin Brockovich. Since then, Ultimo has grown to be one of the UK’s most recognised lingerie brands famous for its body-enhancing products.

Speaking about her top lingerie tips, Abbey said: “My top lingerie tip would be to invest in two lingerie drawers - one for everyday, comfy lingerie and the other for more luxurious styles for those special occasions. You can never have enough underwear and Ultimo’s brand new collection has everything a girl needs.”

The brand is available from quality department stores including Debenhams, Next, Bentalls, Fenwicks, House of Fraser and Harrods – and online at ASOS.com, Figleaves.com, Littlewoods.com and Very.co.uk.

Michelle added: “It is very exciting times for Ultimo. We’ve made major improvements to our product and taken a more directional approach. Abbey’s debut Ultimo campaign reflects this change in direction, further cementing Ultimo’s position as one of the UK’s best loved lingerie brands.”