Peaches Honeyblossom Geldof is an English model and socialite. In 2009 Peaches was signed to a six-figure modeling deal to become the face of the Miss Ultimo collection. Michelle Mone, the head of Ultimo underwear said at the time "Peaches was the perfect choice for this campaign. She's young, edgy with lashings of style". The collection was launched at the Debenhams department store in Oxford Street in May 2009. Peaches was subsequently dropped from the Ultimo brand in March 2010 . Michelle Mone said of the decision "As a brand that targets young women, we feel it is impossible for Peaches to continue." and that "Miss Ultimo is a brand geared towards a young female audience and as a company we have a social responsibility to ensure we are promoting only positive role models that young women can aspire to."
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