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Ultimo ICON: Behind the scenes!

BY STYLE EDITOR, ON 3 SEP 2010 15:45 NEW LAUNCHESCOMMENTS

Ultimo ICON
Designer lingerie brand Ultimo has given us a sneak peek behind the scenes of its latest shoot for Ultimo ICON – the brand’s amazing new ‘boob lift’ bra that delivers spectacular uplift, contouring and comfort!

Ultimo set out to create an ‘iconic’ image for the bra’s launch and called on John Wright, the uber-talented and award-winning photographer renowned for his striking celebrity portraits. John has shot stars such as Lady Gaga, Rhianna and Cheryl Cole, as well as ex-Prime Minister Gordon Brown.

The shoot took place in London and to achieve the desired effect the model had to be suspended from the studio’s ceiling using the world’s smallest harness! The rest was down to rigorous and skillful post production to create a realistic space scene to surround the model.

Creator Michelle Mone OBE said; “We wanted to create an iconic, memorable image that would capture people’s imaginations just like the bra. The ‘space’ theme for the image was decided upon due to ICON’s super advanced technology, its weightlessness and its spectacular uplifting properties. I think the final result is superb and captures the essence of the bra perfectly.”

Ultimo ICON
Ultimo ICON is available now from Debenhams stores and online at debenhams.com  in black, white, nude and hot pink (for Breast Cancer Awareness month) and can be found in store in sizes 30-38 A-D.

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