Lingerie group Ultimo has axed its tie up with Peaches Geldof after nude photos of her were put onto the internet.

Peaches Geldof was told she was being “dropped” with immediate effect after the brand recieved 3,000 complaints from the public.

Ultimo founder Michelle Mone said: “There’s a point where a business must stick to its principles. 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.”

A Miss Ultimo spokesman added: “Unfortunately we have no option but to terminate her contract… We are in the process of removing Peaches from the website and are working with Debenhams to remove her visuals from all Miss Ultimo shops and window displays.”

The range, aimed at women aged 18 to 25.

Geldof was signed to be the face and body of Miss Ultimo in 2009.