Rock royalty and it-girl about town Peaches Geldof has been fired from British underwear brand Ultimo after naked photos (NSFW) of her were leaked online, along with a salacious tale of heroin-fueled sexcapades.
Geldof, the daughter Irish musician Sir Bob Geldof, was hired last May as the “face and body” of Ultimo — “a brand geared towards a young female audience.” In a statement on Monday, a spokesperson for Ultimo said:
“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…[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. 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.”
As for Geldof, her representatives deny she ever used or injected heroin — but admit that, yes, the photos are of Peaches, though they were taken for “private purposes only.”
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