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Ultimo moves into occasionwear

Ultimo has branched out beyond the core lingerie offer for which it is known into occasion ready-to-wear, with the launch of Ultimo Couture in Debenhams.

Ultimo Couture is a collection of 12 evening dresses designed by Ultimo founder Michelle Mone, priced at between £100 and £300.

It will be available exclusively in Debenhams from Monday and from later in the year. Other distribution deals are in the pipeline.

The pieces include cocktail dresses, floor-length gowns and strapless designs with sharp tailoring, embellishment and strong colours. All feature inner bra support.

Mone said: “Ultimo Couture will deliver a sophisticated, timeless and modern line of eveningwear, not to mention unique technology. Being a company best known for our lingerie, it was important to us to incorporate our bra expertise into the dresses.”

Debenhams chief executive Rob Templeman said: “We believe there is an opportunity to leverage the power of the Ultimo brand into other product areas such as occasionwear.”

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