When an individual is named the "Ultimo model" it is unlike any other lingerie model distinction because the spotlight is singular. The Ultimo model does not share the headline billing with any other model as she is the face of the prestigious underwear line and becomes even more recognizable than before. When Luisana Lopilato was the Ultimo model she immediately became known throughout Europe and arguably the world as the Ultimo model and not the wife of superstar singer Michael Buble.
She is a star in her native Argentina and throughout South America but as the Ultimo model she became a model sensation throughout Europe and North America because she was viewed as the 'one' Ultimo model. There were not five or six other notable Ultimo models who represented the brand, only her and this led to the expansion of her brand worldwide.
A similar situation is occurring with Abbey Clancy as the face of the brand, the new Ultimo model. She is a known commodity in England as one of the most attractive and popular entertainment personalities/models in the country. However, as the Ultimo model 'face' of the company she has become known in markets such as North America, South America, Asia, Africa and throughout Europe.
An Ultimo model receives unprecedented exposure and a perfect example is how Abbey Clancy is associated with the new low back bra Ultimo design and also with their new lingerie lines. There is no mention of any other models and as such her connection with fashion fans and men becomes much greater.
Being an Ultimo model might actually be a better choice than a Victoria's Secret (VS) model because there are numerous VS Angels at one time but there is only one face of the Ultimo underwear brand and thus there is no sharing of the spotlight.
Something to think about for models and celebrities wanting to enhance the positioning of their brands.