instinct pr has been appointed to handle PR activity for lingerie brand Ultimo. Launched by Michelle Mone OBE in 1996, Ultimo rose to fame following the innovative use of silicone gel within its designs, and for almost 20 years now, has been synonymous with quality-crafted, cleavage-enhancing lingerie. The agency’s remit will span across handling all consumer and trade media, brand campaigns as well as raising awareness of new Ultimo shop launches. instinct pr will draw on its strong fashion contacts and experience to create more visibility for Ultimo amongst women in the UK. Michelle Mone personally said of instinct pr’s appointment, “We wanted a PR agency with untouchable fashion credentials, who understands the strategic and creative needs of big brands and who will deliver impactful communications campaigns. instinct pr ticked all the boxes and we’re delighted to have them on board as we begin our mission to get women thinking of lingerie as an extension of their wardrobe.”

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