Bra Wars...the sequel

by JOHN BYNORTH, Mail on Sunday

Last updated at 12:47 03 October 2004


It was a decision that sparked a very public row, so bitter it came to be dubbed Bra Wars.

When lingerie maker Ultimo recruited Rod Stewart's ex-wife Rachel Hunter as its new face and body, replacing his girlfriend Penny Lancaster, he was moved to describe the firm's owner Michelle Mone as a 'nasty piece of work' and a 'manipulative cow'.

But now it seems the move has been vindicated, with Ultimo's sales and profits up fourfold since Miss Hunter took over the £200,000-a-year job in February.

Launching a glamorous set of shots of Miss Hunter advertising the autumn and winter collection, Mrs Mone said: 'Since Rachel became the face of Ultimo, it has become an even greater success and over the past six months sales have soared to more than £10million.'

She added: 'Rachel has played a big part in that. She is an international supermodel. This year sales and turnover are four times more than last year.'

Miss Hunter, 35, said: 'I am really enjoying being the face and body of Ultimo. The amazingly sexy Black Label Collection is one of my favourites.'

Mrs Mone, who has built her business from scratch, operates from a factory on the outskirts of Glasgow and is celebrating a string of new contracts to supply products across Europe. She said: 'We have opened up in seven countries in the past four months alone.'

When Ultimo ditched Rod Stewart's current lover in favour of his former wife, the veteran rocker complained the decision had reduced 33-year-old Miss Lancaster to tears.

Miss Lancaster also became embroiled in the row after claiming that photos of Miss Hunter advertising a swimsuit identical to one she once modelled for the firm had been doctored to make her look more attractive. Miss Hunter's agent denied the allegation.

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