Women chosen to don bras in fashion campaign

The vast majority of images shown by fashion retailers in high street stores, on the web and in magazines centre on glamorous models. However, some firms are seizing on the public's appetite for more realistic role models to be utilised. One such organisation is Ultimo.

According to reports in the Liverpool Echo, the firm, which is a lingerie brand with roots tracing back to 1999, has selected two ladies from Liverpool to appear in a 'real women' fashion campaign.

Clare Cousins and Jodi Cahill, who are both 22 years old, entered the contest via the micro-blogging site Twitter and they defeated thousands of other people from around England and Wales to be selected. They are joining nine other successful candidates to be part of the initiative.

As part of the promotional drive, images of the women wearing Ultimo bras will appear in a number of places. The project was launched last year by creator of the firm Michelle Mone, OBE. She said: "This was about bringing together a group of normal girls who are happy with their bodies and proud to show them off. They did a phenomenal job and the results speak for themselves."

Commenting on her achievement, Ms Cousins, who is a nursery practitioner from Aintree, said she was "over the moon". She added that the experience had been a "whirlwind from beginning to end" and noted that her selection was "a great honour".

The photos of the pair in their bras and knickers were taken during a full-scale photo shoot directed by celebrity photographer Dan Kennedy. The women benefited from a stylist and hair and make-up artists.

In reward for their success, they were given six months worth of Ultimo lingerie.

Ms Cahill, who is currently a hairdressing student, remarked: "The day was a truly unforgettable experience. It meant a lot to me to be a part of this campaign and I hope that more brands follow suit and use real women in their campaign."






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