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Penny Lancaster repeatedly shuts down Kaye Adams’ questions over Ultimo axe

29 May 2025
in Entertainment
Reading Time: 4 mins read
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Penny Lancaster repeatedly shuts down Kaye Adams’ questions over Ultimo axe
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Penny Lancaster refused to speak about her previous row with Ultimo bra boss Michelle Mone during an awkward discussion on Loose Women today (May 29).
Today’s show saw the panel – anchored by Kaye Adams – discuss last night’s BBC documentary, The Rise and Fall of Michelle Mone.
Penny became the face of the underwear brand in 2002. However, she was sensationally axed two years later and replaced by Rod Stewart‘s estranged wife Rachel Hunter.
Rod and Rachel were married from 1990 till 2006, but split in 1999. Rod and Penny Lancaster met in 1999 and married in 2007. Penny is Rod’s third wife.

Despite a probing by Kaye Adams, Penny Lancaster refused to share her thoughts on being axed by Ultimo (Credit: ITV)

Penny Lancaster quizzes on Ultimo fallout
After the scandal was revisited on the documentary last night, Kaye broached the subject with Penny on Loose Women today.
After showing a clip from the show, she asked: “Do you mind if I say what your involvement was?” “Sure,” Penny replied.
“She asked you to come and model her lingerie very early on didn’t she?” said Kaye. “It was over 20 years ago,” Penny responded.
“And you were a huge hit and the company really grew on the back of that. Then, without telling you, replaced you with Rachel Hunter, who was Rod’s ex-wife,” said Kaye, as the audience expressed their shock with a collective “ooooooooooh”.
‘Karma gets you, I guess’
As Penny looked increasingly awkward, Kaye continued: “Did you know that this was being played out on television? Did you know anything about it?”
“I wasn’t aware, I wasn’t informed of the documentary. It didn’t surprise me, because karma gets you I guess,” said Penny. “But as far as any details I’m prepared to talk about, it would have to be the right time and place for that. And I’ve put it behind me for the time being,” she added firmly.
Kaye pressed, however. “Okay, I get that, and I totally respect it, but it must’ve been a difficult period…,” she started, before Penny commented: “Yeah, it was, a very difficult time, yeah, and I know…” she said shrugging.
“Penny, I totally get it, and I hope you’ll tell the story one day, will you?” Kaye asked. “Probably,” she answered.

Penny shared that she decided to rise above it to maintain her ‘peace’ (Credit: ITV)

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