Melanie Sykes looks fit and fabulous at 43 as she stars in her first ever lingerie campaign, for Ultimo's Adore Moi range
- Melanie started out as model - she shot to fame in ad for Boddingtons beer
- Ultimo Adore Moi is her first lingerie campaign
- Joins Michael Buble's wife Luisana Lopilato as face of brand
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She shot to fame in the Boddingtons beer advertisements in the mid-1990s.
And now, TV presenter Melanie Sykes has returned to her modelling roots to showcase the sumptuous new lingerie collection Adore Moi by Ultimo, which hits Debenhams stores today.
She joins Michael Buble's pregnant wife Luisana Lopilato as a face of the underwear brand.
Melanie Sykes has been unveiled as the new face and incredibly toned body of Ultimo's Adore Moi range
The latest collection from Adore Moi by Ultimo a French boudoir feel, featuring embroidery, French lace and fine detailing.
Speaking about the campaign, mother-of-two Melanie said: 'I actually can’t believe I have shot my first lingerie campaign in my forties, but I really do feel in good shape at the moment and thought "OK Mel, it’s now or never!".
'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 OBE, founder of Ultimo, said: 'Melanie epitomises everything the Adore Moi woman wants to be – beautiful, elegant, successful and confident in her own skin.
Melanie, 43, looks tanned and toned in the boudoir-themed shoot, which was shot by celebrity photographer Dan Kennedy
This is Melanie's first lingerie campaign - and, at the age of 43, she looks better than ever
'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.'
Michelle added: 'The new Adore Moi collection presents everyday lingerie with a sumptuous French boudoir feel. The range is incredibly luxurious, but really affordable at just over £20 a bra.'
Sharon Webb, Debenhams Head of Lingerie Buying and Design, added: 'We are delighted to have Melanie as the new face of Adore Moi, she is the perfect fit for Ultimo and as a supporter of natural beauty, we are thrilled to have such an inspirational image being portrayed to our customers.'
Former models for the range have included supermodel Helena Christensen, TV Presenter Jenni Falconer and Kimberley Stewart.
'Melanie epitomises everything the Adore Moi woman wants to be - beautiful, elegant, successful and confident in her own skin' says Michelle Mone
The latest collection has a French boudoir feel, featuring embroidery, lace and fine detailing
The latest collection showcases several new designs, including ‘Odessha’, a cornflower-blue satin design with ivory lace detailing, and ‘Fern’, a chic black mesh range.
It's been a year of celebrations for Melanie, who tied the knot with her toyboy lover Jack Cockings, 27, earlier this summer.
The star has previously opened up about how she maintains her incredible figure, telling MailOnline: 'On a good week if I'm not working I get in the gym between three and five times a week, an hour a time.
'I started training about four years ago. I was approaching 40 and just thought it would be quite good to get fit... I was slim, but it wasn't about that, it was about getting a bit fitter.'
Melanie tied the knot with Jack Cockings, 27, this summer after the pair met on Twitter
Adore Moi by Ultimo is available in sizes 32-38 A-DD and 8-18 from Debenhams stores nationwide and www.debenhams.com priced from £8.00 for briefs and £22.50 for bras.
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