Made In Chelsea star Millie Mackintosh poses in a dress lined with 100 silk poppies as she fronts this year's Remembrance Day Appeal.
The 26-year-old said she wears her poppy with pride every year, and praised the work of The Royal British Legion.
Hundreds of celebrities are set to take to social media to share why they wear a poppy in an effort to inspire the public to do the same.
The unique dress was custom-made for her by British fashion designer Giles Deacon, 46, whose original sketch took 72 hours to turn into a lurex wool black dress lined with 100 red silk poppies.
Mackintosh said: "My great -grandfather, Lieutenant Douglas Mackintosh, lost his leg while serving our country in the First World War.
"Every year, I wear my poppy to remember him and the sacrifices he and everyone in the Armed Forces have made.
"I am proud to wear my dress for the #MyPoppy campaign and I hope it helps inspire people to share their poppy stories and raise funds for the great work that The Royal British Legion does in supporting and caring for the Armed Forces community."
Deacon said: "My Grandfather introduced me to the Poppy Appeal when I was young and I have worn my poppy every year since.
"He told me stories of friends he had and lost from the Second World War and stories his father had told him from the First World War.
"When I was asked to get involved in the #MyPoppy campaign I jumped at the chance to honour and remember the fallen and support the future of the living.
"I think designing the poppy dress is an interesting way of showing how the creative world can interpret the message of The Royal British Legion's Poppy Appeal."