Most of us would be over the moon to land a high-profile lingerie campaign in our early twenties, never mind in our forties.
But hot telly babe Melanie Sykes has done just that as the new face of Ultimo's Adore Moi collection... at the age of 43. High five, Mel.
Gym bunny Mel, who shot to fame in the mid-nineties as the Boddingtons girl and an underwear model, follows in the footsteps of Helena Christensen, Penny Lancaster and Sarah Harding as the latest face of the luxury, bourdoir-appropriate Ultimo range.
Mel, who recently got hitched to her 26-year-old boyfriend Jack Cockings, spoke of her excitement about her latest gig: "I actually can't believe I have shot my first lingerie campaign in my 40s, but I really do feel in good shape at the moment and thought 'OK Mel, it's now or never!'."
Seriously, why would you hide that body?
Michelle Mone, Ultimo's founder, explained why she chose Mel as her new cover star recruit: "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."
Eh, and women in their twenties and thirties, Michelle! Sign us up to a cardio kickbox session STAT. And if you fancy sporting the collection, hot foot it down to your local Debenhams.
Enjoy more of Mel's Ultimo shoot in the gallery below.