Penny Lancaster dropped from £200,000 bra contract

by Staff,, Brand Republic 14-Jan-04, 08:30

LONDON - Penny Lancaster, model and girlfriend of rocker Rod Stewart, has been dropped by underwear label Ultimo because she is not known outside the UK as the brand seeks a bigger, more recognisable name.

According to a report in The Sun, Lancaster's £200,000 contract will not be renewed, despite the fact the company received orders totalling £1m for the range that she promoted.

The newspaper reports that Ultimo is now looking to sign a big-name replacement and is just waiting to finalise the deal before revealing who it is.

The Miracle Body range that Lancaster has modelled is described by Ultimo as underwear that "allows you to wear garments that are low cut, both front and back, while still giving you the world famous Ultimo cleavage".

Her appeal to the media on the back of her relationship with Rod Stewart has seen Ultimo's underwear feature in glossy magazines such as OK!. However, Lancaster is not well known outside the UK.

The first Ultimo bra was launched to great fanfare in 1999. It has gel-filled pouches rather than padding to boost the cleavage. The range is made by Glaswegian firm MJM International.

The brand shot to international fame when Julia Roberts wore one of the gel-filled bras in 'Erin Brockovich' to give her a boost in the role that won her an Oscar.

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