The 26-year-old socialite and model has been revealed as the new face and body of Ultimo lingerie.
And she appeared to be having a blast while showing off Michelle Mone’s latest underwear range for the firm.
New face and body: Tamara Ecclestone has been revealed as the new model for Ultimo lingerie and poses here in a black and red floral bra and knicker Orient set
Kelly Brook and Mel B have previously been spokeswomen for the brand, but now it’s Tamara Ecclestone’s turn in the spotlight.
She was photographed in a series of lingerie sets, from black and white polka dot covered knickers to leopard print bras.
Tamara then changed into black and red floral designs before displaying a classic black set, which appeared to be Ultimo’s version of a push-up bra.
The star also has a busy summer ahead, as she is starring in a reality TV show called Tamara’s World.
Extravagant setting: She lives in a £45 million London home, so its no surprise the was photographed in a luxurious setting for the backdrop as she modelled the Odyssey bra
Push up! Tamara models the Dazzle bra for Ultimo - the company that has previously employed Kelly Brook and Mel B as models
She will be filmed renovating her £45 million London home alongside her stockbroker partner Omar Khyamie.
Tamara is also set to launch her own range of hair care products, in a bid to become an entrepreneur.
The model told the News of the World: ‘I’m not just Daddy’s little girl, I’m a passionate young woman with aspirations and ambitions.’
And she certainly has been living life in the fast lane lately, having also stripped off for a new PETA advert earlier this month.
Animal prints: Tamara models the Seduct shorts from Ultimo in leopard print, which she accessorised with dangling earrings and a matching bracelet
Her boss: Ultimo boss Michelle Mone poses with her new model Tamara after they finished the shoot
She has posed for three PETA adverts in total, to raise awareness for the charity ‘People for the Ethical Treatment of Animals’.
But when she’s not posing in her underwear, Tamara can be regularly seen on the party circut and tweeted last night: ‘Petra and at party too much champagne.’
She had attended a party with her sister Petra in Monte Carlo, Monaco, where she is currently staying with her father too.
Bernie, Petra and Tamara were spotted today before the Monaco Formular One Grand Prix at the Monte Carlo circuit.
Career ambition: The socialite also has a busy summer ahead, as she is starring in a reality TV show called Tamara's World
Family time: Father Bernie, sister Petra and Tamara were spotted today before the Monaco Formular One Grand Prix at the Monte Carlo circuit