LONDON — Peaches Geldof has been named the new model for lingerie label Miss Ultimo and will be featured in an ad campaign.

She unveiled the images Wednesday at Debenhams department store on Oxford Street here.

“I think it’s a big step to have a model my size in the campaign,” said the curvy Geldof, who will work for the label for a minimum of 18 months. “It shows girls that you don’t have to look like a stick to look good. It’s not too sexy or too mumsy, which you have to be careful about when targeting young girls.”

The campaign, shot by John Wright, was inspired by kitschy Fifties Americana and features Geldof in a retro diner standing next to a plate of cupcakes wearing balconette bras and panties printed with heart and butterfly motifs. Geldof, who recently returned to her native London from New York, hasmodeled for Agent Provocateur and PPQ apparel. The ad images are for spring-summer and are in print and in the windows of Debenhams stores throughout the U.K. Geldof is signed through the fall-winter season.

The Miss Ultimo line is aimed at 16- to 25-year-olds and is available at Debenhams and Prices start from 8 pounds, or $13 at current exchange, for panties, and 18 pounds, or $29, for bras.

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