Amid rumors of drug use, Miss Ultimo has decided to drop 21-year-old Peaches Geldof as the face of the range, which is aimed at 16- to 25-year-olds. The Mirror suggests that Georgia May Jagger will replace her in the ad campaign. Ultimo is working to remove Peaches' images from their website and department-store displays. The brand felt they had no choice but to fire Peaches after topless photos of her emerged on the Internet, posted by 23-year-old artist Ben Mills, who claims they had sex and did heroin one night in L.A.
“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,” the label said in a statement. Oh, she used to be so innocent with her Nylon Internet videos of "weirdos rocking the denim," and that six-month marriage to that guy, and the tales of how she doesn't pay her gas bill. But now that we can see her naked (link NSFW) in seedy environs we definitely can't aspire to her.