It's not difficult to see why Ultimo picked Abbey Clancy to be the face of their brand.
A month after she landed the job, these ad campaign pictures for Ultimo's bridal lingerie have been released to coincide with the launch of the new collection. How does Abbey look? Er, incredible.
The Strictly Come Dancing winner posed for the shoot in all-white satin and lace pieces from the range, complete with a "something blue" ribbon garter.
Speaking about the collection, she made a good case for taking bridal lingerie shopping seriously too.
"It's absolutely key to get your bridal underwear right – not just for under your dress on the day, but when choosing something special for later, " Abbey said.
Ultimo founder Michelle Mone added, "Bridal lingerie should fit you perfectly, complementing and enhancing the figure as well as being invisible."
Like what you see? Ultimo's brand new bridal collection is now available from Debenhams & www.ultimo.co.uk.
More of Abbey below: