The first Ultimo girl was Scottish model Mary Kennedy, but after the brand went global when Julia Roberts wore an Ultimo prototype in "Erin Brockovich" Penny Lancaster, the future wife of singer Rod Stewart, became the first high-profile Ultimo girl. However, she was replaced a year later by Stewart's ex-wife Rachel Hunter. The decision, dubbed "Bra Wars" by the British press, was seen as a publicity stunt which infuriated Stewart who described Mone as "manipulative", yet two of his daughters - Kimberly and Ruby - have since modelled for Ultimo.