Lingerie chain axes deal with Peaches Geldof

Tuesday March 30, 2010

Peaches Geldof has been axed as the face and body of underwear brand Ultimo, it has been confirmed.

The news comes following claims about the 21-year-old's private life.

"We have been in meetings all morning with regards to the stories that have surfaced over the weekend about Peaches and unfortunately we have no option but to terminate her contract," a spokesperson for the fashion brand says.

"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.

"We are thus in the process of removing Peaches from the website and we are working with Debenhams to remove her visuals from all Miss Ultimo shops and window displays throughout the UK."

Peaches, who is currently in Los Angeles, has said she is "disappointed" Ultimo had decided not to extend her contract "based on a wildly exaggerated account of a night in Los Angeles five months ago."

She added: "Whilst I vehemently deny parts of that account, I understand Ultimo's decision."

The news comes after claims the daughter of Bob Geldof had a drug-fuelled one night stand.

Several photographs from the night were published on the internet last week.

A lawyer for Peaches has strongly denied allegations of drug-taking saying she had "consumed alcohol".

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