Melanie Sykes has been unveiled as the new face of Adore Moi, a collection of lingerie designed by Michelle Mone’s brand, Ultimo.
The TV presenter follows in the footsteps of Helena Christensen, Jenni Falconer and Kimberley Stewart, who have all modelled for the range.
Adore Moi, available exclusively to Debenhams, is inspired by the French boudoir and features luxury styles and detailed embroidery.
This season’s range, which goes on sale today, showcases several new designs, including ‘Odessha’, a sumptuous cornflower-blue satin design with ivory lace detailing, and ‘Fern’, a chic black mesh number.
Commenting on her first lingerie campaign, Sykes said: “Adore Moi is a brand that celebrates women – no matter your age or size – and I’m really excited to be fronting the new campaign.”
Michelle Mone, founder of Ultimo, added: “Melanie epitomises everything the Adore Moi woman wants to be – beautiful, elegant, successful and confident in her own skin. We’re thrilled to have her on board. She looks absolutely incredible in the designs and is an inspiration to all women in their forties.”
‘Adore Moi by Ultimo’ is available in sizes 32-38 A-DD and 8-18. Retail prices start from £8.00 for briefs and £22.50 for bras.