Holly Sims will be the the face and body of Ultimo's D-G collection for its print advertising campaign. She was selected by Ultimo founder Michelle Mone and WAG Coleen McLoughlin in her television series, Coleen's Real Women.
Sims, a 24 year-old from Liverpool, is the first non-celebrity to model for Ultimo, which is known for using celebrities like Girls Aloud singer Sarah Harding.
Ultimo founder Michelle Mone said: "I gave Coleen a brief of what we look for in a model; a woman aged between 18 and 35, 5ft6” – 5ft9”, preferably 32-34 DD+, dress size 8-14, who is full of personality, sexy, vibrant, outgoing and fun. Ultimo has never used a Real Woman before as we always use some of the biggest celebrities in the world. I was delighted to be involved in a programme which challenges industry standard."