Rebecca Mone for Ultimo

The daughter of lingerie tycoon Michelle Mone is following in her mother’s footsteps by modelling for the Ultimo brand.

Rebecca Mone has been photographed for a campaign to promote a new capsule collection of bras for fuller busts.

In a series of shots, the 22 year-old showcases the DD-G styles, which Ultimo says are designed to “shape and empower” the fuller busted woman.

Rebecca Mone said: “I’ve grown up on photoshoots and surrounded by models and lingerie, so it wasn’t too far out of my comfort zone and was a really empowering experience.

“I have always struggled to find good fitting underwear that’s not ugly and bulky. This new collection is so much better than anything I have ever seen on the market, and I’m really excited to be part of the launch campaign.”

Developed over 18 months, the new collection features three products, including an everyday balcony bra, a plunge bra and a “wear five ways” multi-way bra – available in black, white and nude.

Each Ultimo DD-G product is seam-free with wings reinforced with power mesh for extra support.

Ultimo founder Michelle Mone said: “Of course, I had my doubts about involving Rebecca in a campaign given that she’s my daughter, but she’s a young woman now and has been so involved in the development of the new collection it made complete sense. I think she showcases the product beautifully and I’m really proud of her.

The new Ultimo styles will be priced in line with Ultimo’s A-D offering – at £27.00.

Michelle added: “The large-cup market is growing rapidly and, as one of the UK’s biggest lingerie brands, we felt that it was high time we launched a range that catered for fuller busts.

“The new capsule collection features three incredible products – a T-shirt bra, a balcony bra and a strapless multi-way. Each style provides amazing support, extreme comfort, and encompasses your every curve without being bulky.”