Hit or Miss? Lingerie company boss sheds weight for Ultimo promotion

Ultimo assets Michelle Mone is to become the face of her own lingerie firm, Ultimo.

She lost six stone over the past three years and promised a one-off photoshoot when she hit her target weight. Mone, awarded an OBE this year, said: 'A lot of people will be shocked to see me doing this, particularly in the business world. If it's the biggest mistake I've made in my career, then so be it, but I'm too proud of what I've achieved to not show it off.'

HOW I SEE IT

Jim Hawker, Co-founder and director, Threepipe

Michelle is making the most of all her assets. She built her reputation as a successful entrepreneur and has widened her appeal with appearances on The Apprentice and 71 Degrees North, which is she is now using to further promote her business.

The photography marks a personal milestone in her ambition to get to her target weight and this makes for a good personal story that will inspire many other people and provide good feature opportunities for the women's media. She looks fantastic and the whole end result is that this genuinely connects her more strongly to her everyday customers. It has probably attracted a few more men to her Ultimo range - just in time for Christmas and Valentine's Day.

At a time when reputations are being dragged down by the celebrities that endorse them, it's refreshing to see this approach.

HIT

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