Nothing too racy: Tamara Ecclestone models
When your dad is the head of Formula One, you are almost obligated to keep things racy.
And Bernie Ecclestone's daughter, Tamara, has lived up to those expectations in steamy shoots for lad's mags.
But her latest campaign for Ultimo is surprisingly sedate - after all, she is modelling the lingerie label's sophisticated evening wear range.
Choosing a socialite to front their campaign is a departure for the firm who prided themselves in selecting beautiful 'real women' to star in their last adverts.
Model behaviour: Tamara Ecclestone in Ultimo Couture's Sophia dress in the beautiful grounds of The White House in Ealing
But Rachel Hunter, Penny Lancaster, Helena Christensen, Sarah Harding, Kelly Brook and Mel B have also fronted Ultimo campaigns.
This shoot, which took place in the beautiful grounds of The White House in Ealing, aims to sell Tamara's fairy-tale lifestyle as well as the clothes.
The millionairess is a big fan of the sophisticated and colourful dresses, which retail at between £200 and £325, even though she could easily afford to only wear designer gowns.
They all aim to flatter the figure and feature Ultimo’s trademark integrated support in the bodice for added confidence and comfort.
Tamra said: 'Ultimo Couture is so glamorous, beautifully designed and such great value - even I love a fabulous bargain!
'The summer collection is amazing and because each design is so flattering there’s a dress to suit everyone.'
She wears it well: Tamara in Ultimo Couture's floor-length Eva gown and the fun and flirty Charlotte dress
The star has a busy summer ahead of her. She is starring in a reality TV show called Tamara’s World which will follow her and her stockbroker partner Omar Khyamie as they renovate her £45 million London home.
Michelle Mone, creator of Ultimo, said: 'Tamara is so elegant and beautiful, when I met her I knew straight away that she’d be perfect for Ultimo Couture.
'She’s had a fairy-tale life, but she’s incredibly down to earth and brings something entirely new to the brand.'
When your dad is the head of Formula One, you are almost obligated to keep things racy.
And Bernie Ecclestone's daughter, Tamara, has lived up to those expectations in steamy shoots for lad's mags.
But her latest campaign for Ultimo is surprisingly sedate - after all, she is modelling the lingerie label's sophisticated evening wear range.
Choosing a socialite to front their campaign is a departure for the firm who prided themselves in selecting beautiful 'real women' to star in their last adverts.
Model behaviour: Tamara Ecclestone in Ultimo Couture's Sophia dress in the beautiful grounds of The White House in Ealing
But Rachel Hunter, Penny Lancaster, Helena Christensen, Sarah Harding, Kelly Brook and Mel B have also fronted Ultimo campaigns.
This shoot, which took place in the beautiful grounds of The White House in Ealing, aims to sell Tamara's fairy-tale lifestyle as well as the clothes.
The millionairess is a big fan of the sophisticated and colourful dresses, which retail at between £200 and £325, even though she could easily afford to only wear designer gowns.
They all aim to flatter the figure and feature Ultimo’s trademark integrated support in the bodice for added confidence and comfort.
Tamra said: 'Ultimo Couture is so glamorous, beautifully designed and such great value - even I love a fabulous bargain!
'The summer collection is amazing and because each design is so flattering there’s a dress to suit everyone.'
She wears it well: Tamara in Ultimo Couture's floor-length Eva gown and the fun and flirty Charlotte dress
The star has a busy summer ahead of her. She is starring in a reality TV show called Tamara’s World which will follow her and her stockbroker partner Omar Khyamie as they renovate her £45 million London home.
Michelle Mone, creator of Ultimo, said: 'Tamara is so elegant and beautiful, when I met her I knew straight away that she’d be perfect for Ultimo Couture.
'She’s had a fairy-tale life, but she’s incredibly down to earth and brings something entirely new to the brand.'