Reality star Amy Childs is the new face and body of lingerie brand Ultimo.
The presenter, who has appeared on reality shows The Only Way Is Essex - Towie to fans - and Celebrity Big Brother, will front the firm's new line for supermarket Tesco.
Childs follows in the footsteps of model and TV presenter Tamara Ecclestone, model and actress Kelly Brook and ex-Spice Girl Mel B, who have also represented the underwear brand.
The 21-year-old said: "There's a style to suit whatever mood you're in and it's affordable so you can have a different one for every day of the week."
Lingerie tycoon Michelle Mone, founder of Ultimo, said: "I'm so excited to be bringing the new Bra Queen brand to Tesco - a great value range in the fashion fast lane without compromising on design and quality.
"The brand is about creating everyday lingerie fit for a queen, designed for a queen but without a royal price tag."