Rebecca Mone modelling mother's Ultimo brand

The daughter of lingerie tycoon Michelle Mone has followed in her mother’s bra-straps – by modelling for her Ultimo brand.

Rebecca Mone, 22, has been photographed for a campaign to promote a collection of bras for fuller busts which is being launched by the firm.

Founder of the company Michelle Mone said she had concerns about her daughter posing in underwear but said she was proud of her involvement.

Rebecca Mone said: “I’ve grown up on photoshoots and surrounded by models and lingerie, so it wasn’t too far out of my comfort zone and was a really empowering experience.”

Her mother, who has also posed to promote the brand, said: “Of course, I had my doubts about involving Rebecca in a campaign given that she’s my daughter, but she’s a young woman now and has been so involved in the development of the new collection it made complete sense. I think she showcases the product beautifully and I’m really proud of her.

“The large-cup market is growing rapidly and, as one of the UK’s biggest lingerie brands, we felt that it was high time we launched a range that catered for fuller busts.