By Andrea Petrou on March 30th, 2010
The world of modelling is fickle at the best of times but when you’re thrust into the media spotlight for reportedly doing something illegal, it’s game over.
After a series of sordid photos of Peaches Geldof hit the web, and rumours of her heroin use began to circulate, the socialite has been dropped by Ultimo as the face of it’s Miss Ultimo range.
The undewear brand, which reportedly paid Peaches £100,000 for the campaign, said in a statement: “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.
“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 in the process of removing Peaches from the website and we are working with Debenhams to remove her visuals form all Miss Ultimo shops and window displays throughout the UK.”
Michelle Mone, the creator of the Miss Ultimo brand, added: “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.”
This isn’t the first time a model or celeb has been dropped from a campaign following drug allegations. Kerry Katona was dropped by Iceland following claims of cocaine use, while Kate Moss was also axed from Rimmel when pictures of her snorting the drug became public.
However both ladies have bounced back. Will this be the case for Peaches or has she gone a step too far this time? Let us know what you think by leaving your comments below.