Michelle Mone unveils name of new brand

Founder of lingerie brand Ultimo Michelle Mone has unveiled on social media that her new lingerie brand will be named ‘Michelle Mone Intimates’ following reports of her new venture plans by FashionUnited last year.

In a tweet, Mone said: “Monday 8th Jan 2018 “Michelle Mone Intimates” has been born. Welcome lingerie team! We have 10 months until we launch to our customers. Let’s get to work.”

Mone, who sold Ultimo more than three-years ago, stated she was coming back to making lingerie after becoming “disappointed” with the industry, and expressed that her new launch would be “bigger than all the others including Ultimo”.

The Scottish businesswoman also called on her Twitter followers to tell her what they love about their everyday bra and what frustrates them, while adding that her new brand has: “17 World inventions under our belt, our technical team are here to invent and design for you”.

Mone also added that she hates underwire in lingerie stating that they are “so bad for your breasts”.

Further details on what products to expect has not been revealed however it has been reported that Michelle Mone Intimates will focus on bras and knickers.

The new lingerie brand is expected to launch towards the end of the year.