Allegations that 21-year-old Peaches Geldof, the daughter of Bob Geldof and the late Paula Yates, had taken heroin before topless photographs of her were taken, have led to MJM International cancelling her £100,000-per-year contract for Miss Ultimo.
The photographs were leaked on to the internet last week and posted at Reddit by one Ben Mills.
Geldof’s lawyers have denied that heroin was used and that she had been drinking, although she has confirmed that she is the woman in the photographs.
Miss Ultimo has ordered that its images of Geldof be removed from its website. The brand is currently working with Debenhams to remove her visuals from Miss Ultimo retail outlets.
Michelle Mone, MJM’s founder, says, ‘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.’
Geldof had served just under 11 months of her contract. Her mother had died of a heroin overdose in 2000.
Geldof could not be reached for comment on the sacking.
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