Peaches Geldof has had her contract as the "face and body" of Miss Ultimo lingerie terminated after naked pictures of her appeared online. Last week, shots of Peaches were posted on an internet forum as part of a discussion about unusual one-night stands. The pictures were uploaded, and later published on the Daily Mail website, by a user going by the name of thatcoolguyben, who also claimed Geldof had taken heroin with him before the pair woke up the next day in a Scientology centre. Lawyers for Peaches quickly denied his claims.
"The allegations that our client was carrying and injecting heroin are also denied, our client having consumed alcohol with the other individual leading to the 'highs' described and portrayed in the photos," her lawyer wrote in a statement to the Daily Mail. "The evident unreliability of the source emerges from the also fictitious description of their trip to a Scientology centre. Had you undertaken any checking or research before making this posting you would have learned that nobody who is not a member of that organisation is permitted into such buildings."
The story and pictures were promptly removed from the paper's site, however, Ultimo felt the damage had already been done.
"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," a spokesman for Miss Ultimo's parent company, MJM International, said in a statement. "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. 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," Michelle Mone OBE, the creator of the Miss Ultimo brand, added.
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