Ultimo's Explosive Launch: Chaos, Controversy, and a Businesswoman's Triumph

The Rise and Fall of Michelle Mone: Ultimo's Chaotic Launch Day The launch of Michelle Mone's Ultimo bra at Selfridges in the UK created an unexpected media frenzy. The event, which took place in the early 2000s, saw a massive turnout and resulted in chaos in the streets. The video features archival footage showing the scene, with crowds and police struggling to manage the situation. One interviewee recounts how Mone herself was visibly shaken by the overwhelming response, "She was shaking. That's how much she'd invested in this brand and wanted it to work." The success of the launch, despite the chaos, is a testament to Mone's business acumen and the power of publicity, even if it's negative. The event remains a memorable example of a high-stakes business launch and the unpredictable nature of public response.