Leading intimate apparel producer MAS Brands introduced designer lingerie label Ultimo to its Sri Lankan clientele this month. Ultimo was founded by celebrity entrepreneur Michelle Mone OBE in the UK in 1996; this label favoured by celebrities and discerning clients around the world is now owned by MAS Brands, which has embraced the brand’s design philosophy to create silhouettes for the unique body types of South Asian women.
The UK high street brand’s design ethics and repertoire has been developed and perfected into intimate wear for full figured South Asian women. Using Ultimo’s internationally recognized brand name as a platform to access the latest trends and accessories, MAS Brands spent over a year in intensive research with fit trials and consumer interventions – all in order to understand the needs of the full figured South Asian woman. Her requirements, they found, were unique; wider straps, supportive wings, and above all the comfort factor to minimize pinched skin and the effect of heat. MAS Brands also based its designs on international research on full figured women, utilising the best technology to create innerwear to suit these needs.
Based on this research, Ultimo’s first collection has been launched in Sri Lanka. This collection is based on four pillars; Smoothing, Support, Comfort and Solutions. These designs (from cup sizes starting from 34C going up to 42DD) take care of all the lingerie needs of full figured women, with side slings, minimizers, special fabrics and elastics, cushion straps, etc. All bras have inbuilt cushioning in the hook and eye area.
The centrepiece bra of the Ultimo launch collection, Smooth Definition, has back-smoothening wings that prevent the bra from digging into skin and creating bulges to give a beautiful smooth silhouette. The Contour Support bra features smooth fabric, with a special side sling feature for a contoured but natural shape and a U-shaped back for extra support. If all around support is what you are looking for then choose the cotton goodness of the Total Support bra which has a unique-multi part cup construction design.
The collection also features bras designed for special occasions as well. The Original Strapless is a bra with soft gripper straps for hold and ultra-smooth sides for added shape. The Profile Perfect Minimizer reduces overall bust measurement by one inch and smoothens side bulges to ensure the perfect fit on a special occasion. The tri-part cup construction of the Heritage Lace sensual balconette bra is perfect paired with matching Brazilian briefs, while the angled multi-part cup construction of the Vintage Floral non-padded balconette bra supports and flatters any full-figured body shape. Satiny elegance woos luxurious lace in Delicate Romance, with extended lace wings and center for support and style. Customers will also find breathable cotton designs for everyday comfort and support.
The brand’s market is women who look beyond tradition, with an eye on lingerie that brings more functionality and features without sacrificing style. “We strive to understand the specific intimate wear requirements of a full-figured woman and offer her solutions that provide the optimum level of comfort and support,” said Niranjan Wijesekera, CEO, MAS Brands. “The Ultimo brand is all about beautifully designed, expertly crafted full figure lingerie for every occasion. We don’t believe that there has to ever be a compromise between comfort and style, no matter what the body type is.”
The Ultimo collection is now available at amanté boutique at Racecourse Mall and online at www.ultimolingerie.lk.