Peaches Geldof has been ditched as the face of underwear range Ultimo following the release of pictures of her engaged in an alleged romp with a man known only as Ben.
Peaches Geldof has been sacked by underwear range Ultimo.
The 21-year-old blonde star - the daughter of Sir Bob Geldof - has been dropped by the company after naked pictures of her were posted on the internet of her semi-naked and allegedly engaging in a heroin-fuelled romp with a man known only as Ben.
A spokesperson for Ultimo claimed to have "no option" but to let her go.
The spokesperson said: "We have been in meetings all morning with regards to the stories that have surfaced over the weekend about Peaches and unfortunately we have no option but to terminate her contract.
"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 spokesperson also revealed pictures of Peaches in their stores and concessions would be removed as soon as possible
They added: "We are thus in the process of removing Peaches from the website and we are working with Debenhams to remove her visuals from all Miss Ultimo shops and window displays throughout the UK."
Michelle Mone, creator of Miss Ultimo, insisted it was "impossible" for Peaches to continue in the role.
She said: "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."
Peaches has remained silent since the photos surfaced, although her lawyer insists she was not taking any drugs and had only consumed alcohol.
Her lawyer said: "The allegations that our client was carrying and injecting heroin are also denied, our client having consumed alcohol with the other individual leading to the 'highs' described and portrayed in the photographs."