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Peaches Geldof Dropped By Miss Ultimo
Posted by melanie | April 1, 2010
Peaches Geldof

Peaches Geldof, best known as the daughter of rock legend/humanitarian Bob Geldof, has received the pink slip from lingerie line, Miss Ultimo. The UK  brand’s decision to drop Peaches as celebrity ambassador follows the news of her alleged drug-taking. 

Earlier this week, a man came forward claiming that he and 21-year-old Peaches engaged in a drug-fueled night last Thanksgiving. Peaches’ lawyer vehemently denies the reports, however it’s apparent that Miss Ultimo is not risking their image by keeping the alleged party girl on board.

The lingerie brand is removing all of Peaches’ campaign images from their shops, window displays and the company website.

A spokesperson for the brand issued the following statement: “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. 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.”

The company’s founder, Michelle Mone, added: “We’ve given this a lot of thought, but there’s a point where a business must stick to its principles and as a brand that targets young women, we feel it is impossible for Peaches to continue to work with us as the face of Miss Ultimo lingerie.”

Not that I condone the use of drugs in any way, but why do celebrities allow themselves to be photographed in comprising or potentially incriminating situations?! Do they really think such photos will never surface or affect their current situation?!

Sigh. Peaches is young and is unfortunately learning this life lesson the hard (and public) way. However, one has to credit Miss Ultimo for their decision; although the story is ‘alleged’, the brand is staying true to their image by requiring positive role models for their young, impressionable clientele.

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