In a startling departure from its former hot lingerie model-driven lingerie campaigns, British brand Ultimo has launched a ‘real women’ campaign as the face of Fall 2010. The ads support a new product launch for “all shapes and sizes.”

Aged between 20 and 53, and with dress sizes ranging from 8 to 18, the unknowns were chosen through a search for on social networking site Facebook, reports the Daily Mail UK.  

In a strategy fraught with emotion and hate mail already, Ultimo steps into Dove’s Real Women campaign shoes, inheriting an existing halo effect among some women.