Ann Summers has announced TV personality Vicky Pattison as the new celebrity face and body of its latest swimwear collection.

The former Geordie Shore star and winner of I’m a Celebrity, Get Me Out of Here is fronting the retailer’s SS16 Summer of Love campaign.

Following in the footsteps of TOWIE star Jessica Wright, Pattison was chosen for her “fearless attitude” and “business credentials”, Ann Summers CEO Jacqueline Gold said.

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“I am delighted that Vicky is our new face and body of swimwear – she is the perfect ambassador for the brand, and an excellent fit for our ‘Summer of Love’ campaign,” she added.

“Ann Summers have always championed strong, independent and fearless women and Vicky perfectly embodies these traits. We have always been huge fans of Vicky and knew that the Queen of the Jungle would be just perfect for this sexy campaign. The collection is our best to date and I’m excited to see what our customers think, I have a feeling they are going to love it!”

Pattison models a collection of plunge, bandeau and boost bikinis, as well as curve-enhancing monokinis, retro high-waisted styles and cleavage-enhancing swimsuits in new images release this week.

The collection is complemented by fashion-focused pieces, including a fringed dress, top and cape, catwalk-inspired lace dresses that double up as cool cover-ups and a gorgeous white scalloped trimmed lace playsuit.

Pattison commented on her new role: “I am absolutely buzzing about my new ‘Summer of Love’ swimwear campaign with Ann Summers and I feel so excited to be working with a brand that I’ve been such a huge fan of for years.

“Being the face of Ann Summers swimwear is an incredible honour and I can’t wait to wear it on the beach this summer. Whatever your style or shape, the collection is designed to make every woman feel confident and sexy in their swimwear.”