Ultimo's latest lingerie campaign starring Luisana Lopilatopromises to set pulses racing.
Unveiled just in time for Valentine's Day the blonde actress, who is the wife of singer Michael Bubl�, models one of the brand's most sought-after pieces.
Originally worn by Julia Roberts in the 2000 film Erin Brockovichthe bust boosting OMG bra has been relaunched.
Company founder, Michelle Mone OBE, revealed that the gel filled bra, which is said to boost cleavages by two cup sizes, was responsible for capitulating Ultimo to international success.
Cosmetic surgeons even recommended it to patients who did not want to undergo surgery.
Commenting on the design the 40-year-old businesswoman said: 'The Miracle OMG is how it all started and still remains one of our best products.
'The Miracle OMG is a real showstopper and when you have worn it once you will be amazed � not only by the result but also how great it feels to wear. It's not called the OMG for nothing.'
Luisana, 24, who forged asuccessful career as an actress in her home country of Argentina, signed up as the face of the brand for a two-year stint in October last year.
Since then, sales have rocketed by 37 per cent - a spike that Mone attributes in part to the 'Lopilato effect'.
Commenting on the brand�s new Miracle OMG Lace bra, a limited edition design of the original gel filled plunge worn by Julia Roberts,Luisana added: 'This bra makes your cleavage look fantastic and it�s so comfortable to wear � it really gives the wow factor.'
Michelle Mone, who was awarded an OBE in 2010 for her services to business, gave thanks to Luisana and the other Ultimo models (Tamara Ecclestone and Amy Childs also modelled for the brand in 2011), and promised that 2012 will be even bigger.
At the time, she said: 'This year we have unveiled some amazing images designed to best showcase our collections and it has been fantastic to be involved with some incredible women.'
'Signing Michael Buble�s wife Luisana is one of our biggest international stars and the response we have had has been phenomenal.
'It took me a long time to get her but I refused to give up.'
The actress has over one million followers on Twitter, and has massive global appeal - and on a very superficial level, it is not hard to see why.
Luisana modeled other pieces from the collection launched in time Valentine's day.
The latest lingerie line features plenty of seductive black lace, tempered with macar�n shades of pistachio green and dusky pink.
According to Ultimo, the 'timeless' pale green and navy Evangeline is 'elegantly flirtatious', while the silky animal print Mirage collection is designed to 'reveal the inner temptress.'
The retro-inspired Spy collection is, says Ultimo, 'sophisticate meets bombshell', creating a seductive silhouette.
Michelle Mone OBE said: 'Women want to feel confident in their underwear by choosing a style of lingerie that accentuates all the right places.
'Luisana is a natural beauty and I'm delighted to have her on board for two years.
'The new collection is not only very sophisticated and feminine but feels comfortable as well so that you have that confidence from the inside out.'
Luisana, added: 'I loved shooting the Ultimo campaign and usually have to wear plain underwear when I�m filming so it was incredible to be wearing such gorgeous lingerie.
'I love the colour of Evangeline � the mint green really highlights my skin tone but the lace gives it that sexy edge.
'The high-waisted shorts of Spy create gorgeous feminine curves which make you feel amazing.'
But while her company - founded 16 years ago with her husband Michael - goes from strength to strength, sadly, Ms Mone's marriage has come to an end.
Ms Mone made headlines at the end of last year when it was revealed she and her husband of 19 years were to divorce.
The Scottish entrepreneur announced her separation from businessman Michael Mone in a statement issued just before Christmas.
Ultimo is available at www.ultimo.co.uk and www.next.co.uk.
