The UK’s leading lingerie and womenswear brand, Ultimo, have shunned professional models in favour of hiring seven ordinary women to star in their latest advertising campaign.

Over 10,000 women came forward to audition to become part of the latest Ultimo advertising campaign, and so the lingerie bosses had a tough job in whittling down the thousands to just seven.

The seven real women models range in size from a size 8 to a size 18 as the lingerie brand was keen to banish the criticism that real women models is a byword for overweight women, and so the models range from petite to curvy. The age range of the seven chosen models is also wide, with the youngest model being just 18 years old, while the oldest is 31 years of age.

The latest ad campaign is the second time in two weeks that Ultimo has launched a marketing promotion using non professional models.

As well as championing ordinary women, the latest advertising promotion has also succeeded in raising £100,000 for charities such as Breast Cancer Care, Cash for Kids, and Children with Leukaemia.

See the pictures from the real women Ultimo advertisement shoot online, and also in Debenhams department stores.