Victoria Beckham is following in her husband David's footsteps by modelling underwear for Emporio Armani.
The former Spice Girl is just the latest in a long line of celebs signed-up to sell frillies...
Ultimo didn't waste much time in nabbing glamour model Nicola McLean after her exit from the I'm A Celebrity jungle.
Gemma Atkinson's boobs became famous on I'm A Celebrity... a couple of years ago - and Ultimo were quick to capitalise on her best assets.
Rod Stewart's missus Penny Lancaster was famously the face and body of Ultimo for a few years...
...but the brand made headlines when they ditched Penny for Rod's ex, Rachel Hunter.
Kiwi model-turned-TV presenter Rachel lasted a couple of years at the company. Good considering its usual high turnover of staff.
Rachel was succeeded by Girls Aloud party animal Sarah Harding, a sign that Ultimo was chasing younger customers.
Supermodel Adriana Lima has done the catwalk for Victoria's Secret.
Celebrity Big Brother winner Chantelle Houghton was an Ultimo model during her 15 minutes of fame.