Since its launch, Ultimo has become one of the most famous lingerie brands in Europe thanks to its high-profile media campaigns and famous celebrity models.

But yesterday, our all-time favourite lingerie company announced that seven ‘real’ women will be modelling their newest campaign.

Of course, this is lingerie tycoon Michelle Mone’s second Real Women Campaign.

Replacing the ‘professional model’ with the ‘real model’, the first campaign was a raging success and it seems the company is keen that average women continue to represent the brand – after all, it’s average woman who buy the brand.

The 7 lucky models chosen by Ultimo range from a size 8 to a curvier 18, demonstrating that the term ‘real’ doesn’t automatically equate to overweight.

Mone, CEO of Ultimo, said: “All of the women were thrilled and did a brilliant job.”

And to top it off – as though we weren’t pleased enough to see real women fronting a major brand – the campaign is also in aid of a good cause.

Mone added: “We managed to raise an incredible £100,000 with this campaign for charities including Breast Cancer Care, Cash for Kids and Children with Leukaemia.

Underneath the glamour of all the make-up artists, hair stylists and crew, we all knew we were doing something really worthwhile which made the day even more special.”