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Following a nationwide hunt to track down real women for their next campaign, Ultimo have revealed the seven lucky ladies who will represent the brand. Beating out 10,000 women, the winning 'real women' chosen by Ultimo range from size 8 to 18 and are aged from 18 to 31. It is the second time that the company have opted to use non-traditional models to front their advertising campaigns. The newly appointed women model the latest lingerie and dress collections for Miss Ultimo, Ultimo and Ultimo Couture's lines.

'We were overwhelmed by the response from our last competition," said Michelle Mone, CEO of Ultimo. "All of the women were thrilled and did a brilliant job. [And] We managed to raise an incredible £100,000 with this campaign for charities including Breast Cancer Care, Cash for Kids and Children with Leukaemia."

Shop the range at www.ultimo.co.uk or at Debenhams stores. What do you think of this campaign concept? Tell us by commenting below.