Peaches Geldof Loses Ultimo Deal Amid Drug And Sex Scandal

British celebuspawn Peaches Geldof has been sacked by lingerie company Ultimo as its face and body in the midst of her sex and drug scandal. The label said the 21-year-old daughter of singer Bob Geldof and the late TV host Paula Yates is not a "positive role model."

Peaches was hired last year by the U.K. brand to front their teen line Miss Ultimo, but now the company wants nothing to do with her after nude photos of her appeared online.

The photos were said to be shot during an alleged heroin-fueled Thanksgiving Eve one-night stand with an unidentified man in the Hollywood Celebrity Scientology Center.

It was expected before it was announced that she would be fired as her management team met with the Ultimo bosses in a hope to salvage her lucrative endorsement deal.

But Ultimo said feels Peaches is no longer the type of girl they want for its image.

A spokesman told The Sun, "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 brand says it is removing Peaches' images from its website and from all Miss Ultimo shops and window displays. icelebz