Cherie Blair, the wife of Britain's Prime Minister, is the new celebrity face of Victoria's Secret.
And it is another massive signing for one of the world's most revered underwear labels with Mrs Blair replacing rock icon Bob Dylan as the face to launch a thousand slips.
But unlike the weathered facial features of Dr Dylan that appeared on screen, Mrs Blair will actually model some of the garments from a new autumn range.
Victoria's Secret received global publicity when ‘His Bobness', as his fans call him, allowed his song ‘Love Sick' to be used in a TV advertising campaign with the singer-songwriter actually making a cameo appearance.
But now it's more a case of ‘camis' than cameo as 10 Downing Street's attractive resident adopts a few tasteful poses at the Prime Minister's country residence, Chequers.
"Cherie is viewed as a talented, attractive and independent woman," said Victoria publicist Sefton Delmer.
"She is a successful lawyer in her own right and has retained her individuality while standing beside one of the world's most powerful and influential men.
"We believe her acknowledged intelligence and good looks will help the company reach a more mature and sophisticated market.
"We are delighted to have her on board."