FORMER Spice Girl Melanie Brown drew crowds of hundreds to a department store where she appeared in her underwear.

Brown, better known as Mel B, wore a red and black corset as she emerged from a giant cake to mark the 10th birthday of lingerie brand Ultimo.

Around 200 fans flocked to Debenhams on Oxford Street, central London, to meet the singer and TV personality, who is due to begin a stint on ITV show Loose Women next week.

Brown posed for photographers in front of underwear displays before spending time signing autographs for the assembled crowd.

The 34-year-old is the latest in a long line of celebrities to model for Ultimo, which has also featured Helena Christensen, Penny Lancaster and Sarah Harding in its campaign.

Brown said: “It’s been fantastic to be the face and body of Ultimo and I am so happy to be here to celebrate its 10th birthday.

“Ultimo are totally dedicated to creating beautiful, comfortable and perfectly fitting lingerie for women of all shapes and sizes.”

Ultimo founder Michelle Mone, who decided to set up her own business in 1996 and launched the Ultimo cleavage bra three years later, said she had been drawn to sign Brown up because of her personality as well as her physique.

She said: “I think Mel B is a gorgeous looking woman with an amazing looking figure. She has got a figure to die for.

“I think it’s her personality as well; she is just so warm and she says it as it is. Ultimo is about real women and she is a real woman and that’s what I like about her.”

Thanks to Daily Record

Meet the new Face & Body of Ultimo 4th June 08

Debenhams:

London, Oxford St, 9.30 am
Liverpool, Lord St., 1.15 pm
Glasgow, Silverburn, 4.30 pm

‘Em’ being signed photographs, of course. The new face – and chest – of Ultimo bras starts a busy day of signings at 9:30am in Debenhams, Oxford Street next Wednesday. Girl Power!

Spice Girl, Mel B is the biggest star Ultimo have ever signed and her first personal appearance for the brand is going to be an understandably grand affair. As she touches down from LA especially for Ultimo, we’re bringing Mel B to 3 major cities across the UK! She’ll visit London, Liverpool and Glasgow, and all in one day thanks to a private jet!

To see the new Ultimo range click here: www.ultimodirect.com

Thanks to: AllInLondon.co.uk

Both articles taken from Melanie’s official website.

Mel B to front new Ultimo capaign [Click here to see the pictures]

Spice Girl Mel B is the new face and body for Ultimo lingeire, replacing Girls Aloud singer Sarah Harding.

Mel B has been enlisted to promote the new spring/summer 2008 collection, which is said to be inspired by the “glamor and vintage Art Deco charm of Miami Beach”.

The new range features bright colours and leopard print embroidery and is available from Debenhams stores nationwide and online from ultimo.co.uk. MJM International, which owns the Ultimo brand, also produces Ultimo D-G, Michelle for George, Adore Moi and Per Amore.

Suzanne Shaw, former Hear’ Say singer and winner of ITV’s Dancing on Ice, was last month revealed as the new face of Michelle for George lingerie, which is sold exclusively at Asda.

Earlier in the year, celebruty model Nell McAndrew starred in campaign for Adore Moi and former Hollyoaks actress and I’m a Celebrity contestant Gemma Atkinson fronted a campaign for the Ultimo D-G range.

Other famous faces have included Jade Jagger, Kimberly and Ruby Stewart, Samantha Mumba, Helena Christensen and former Liberty-X singer Michelle Heaton.

Michelle Mone, creator of Ultimo, said: “Mel B is the biggest star Ultimo has ever signed and I am so excited that this will take the brand onton another level.”

Joey Fatone, Mel B. to Co-Host TLC Show

LONG BEACH, Calif. (AP) - Melanie Brown and Joey Fatone have a new role to add to their scarily similar resumes: TLC host.

The duo will co-host “The Singing Office”, a tongue-in-cheek singing competition that puts different groups of employees against each other.

Both Brown and Fatone were members of chart-topping pop quintets; both finished in second place on ABC’s “Dancing With the Stars”; and both have starred in “Rent” in Broadway.

“It’s not like American Idol or Dancing with the Stars”, Brown told The Associated Press while filming at the Long Beach Airport. “It’s not a serious competition. It gives people a break from their everyday lives to have some fun with their co-workers.”

In each episode, Brown, 32, and Fatone, 31, surprise employees at two separate workplaces with impromptu vocal auditions. They then pick the five best singers. The makeshift groups are trained by pros to perform a song-and-dance routine and compete in front of a studio audience.

“I couldn’t have thought of a better pair to do this”, said executive producer Scott Sternberg. “Both of them did really well on Dancing With the Stars, so I think America really knows then and is rooting for then now”.

Brown recently wrapped up the Spice Girls reunion tour. Fatone, who performed with ‘N Sync, has been hosting NBC’s “The Singing Bee”, which wasn’t included on the network’s fall schedule.

There’s one more thing they have in common: Brown said they’re both scheduled to return to the “Dancing with the Stars” ballroom May 6 to dance for the shows 100th episode.

(ABC is owned by The Walt Disney CO.)

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