
Where to start 23
to the highly visual nature of lingerie and the fact that any prod-
uct that appears draped over a Brazilian supermodel is going to
gain column inches – but I wouldn’t mind a small bet that more
has been written about Ultimo in the last year than Gossard, for
example. Mone is also active in the business and entrepreneur
community, and her personal profile is as important as that of
the company. She is her own USP and this is a very simple but
highly effective PR strategy that has, in short, made her a fortune.
In an age where consumers demand visibility and accountabil-
ity from the brands they purchase, having a noted, resp ...