THEY say ‘sex sells’ and when it comes to lingerie nothing has us handing over cash faster than you can say suspenders than a half naked celebrity.
Over the last three decades A-listers have been bringing us sexy smalls to fill out knicker draws alongside even sexier campaigns.
Since a young Kate Moss stood with a young Mark Wahlberg, both topless for Calvin Klein in 1992, singers, actresses, It girls and everything in between have changed the way we shop for our underwear.
No longer just the hottest stars of the moment being offered eyewatering sums to pose in sometimes compromising positions by big brands, but these days leading ladies are starting their own companies, fronting them and making millions – and if they’re lucky, billions.
In 2026 alone we’ve seen stunning collaborations from Dakota Johnson and Calvin Klein, Sydney Sweeney and SYRN and Lily Allen and Intimissimi.
Here Clemmie Fieldsend reveals the top 10 sexiest lingerie campaigns of all time and the showbiz royalty who made the ranges iconic.
Emily Ratajkowski – Inamorata
In 2017 model and actress Emily Ratajkowski launched her own lingerie line, Inamorata,
a brand that began with swimwear evolved into underwear, the wardrobe basics, all fronted by the star.
In 2019 Emily modelled lingerie inside and American bodega, which to us Brits its a corner shop, wearing a simple black lace bralette and matching thong complete with soft, smokey moment and bed hair.
Emily would look a amazing standing in a bin bag inside a Londis, but in this lingerie in front of a fridge of beer – naturally men and women loved this campaign.
Rihanna – Savage x Fenty
Rihanna founded her body-inclusive lingerie brand, Savage x Fenty, in 2018 and now her underwear empire is worth over $1billion.
Fans love the brand for its wide range of sizes and diverse models but the biggest USP? Rihanna herself.
We’ve seen her rolling around in flowers, an unmade bed and, randomly, and inflatable chair but in 2019 for the brand’s big Valentines campaign, RiRi fronted the collection featuring heart embellished, peek-a-boo knickers and sheer sets.
The range paired with her sultry smoulder made for one of the sexiest campaigns in lingerie history.
Kelly Brook – New Look
Following the success of a swimwear range, in 2006 model and presenter Kelly Brook launched a lingerie line with high street brand, New Look.
Fast forward to 2013 and the two British household names brought out a French boudoir, romantic but undoubtedly sexy collection.
The Christmas campaign featuring Kelly wearing flattering cuts in lace, polka dot and sheer in everything from tiny thongs to full briefs – Kelly looked incredible in every set.
The collection was met with huge success and the pictures speak for themselves.
Kim Kardashian – Skims
Even though she had sisters Kylie and Kendall Jenner and showbizness most exclusive faces like Kate Moss, Sabrina Carpenter and Brooke Shields for Skims campaigns, Kim takes the sexy crown when it comes to modelling for her company.
Founded in 2019 and now worth a staggering £4billion, Kim’s lingerie empire with her as the constant face flogging her smalls in racy shoots, pioneering items like her nipple bra and controversial merkin thong, has made it the household name it is today.
One of the sexiest campaigns in the brands seven year history was in 2022 for a Valentines collection with Kim posing in barely there, but simple styles in classic black and pink colours.
From eating cake to just posing with a Skims love heart above her head, as plain as they sound the sexiness and skimpiness was off the charts.
Rosie Huntington-Whitely – Marks & Spencer
M&S bagged supermodel for a lingerie collection in 2012 and together they have been creating best selling underwear together since.
From bras and briefs to shapewear and sleepwear Rosies range brings premium fabrics and designs to the supermarket at a bargain price.
The collaboration is so popular that M&S say they sell one item from Rosie’s range every 30 seconds.
Although every drop of Rosie’s comes with the same smack of sexiness one of the most stunning campaigns came in 2016.
For the Christmas collection Rosie managed to make a red fleece dressing gown look sexy when she paired it with a black lingerie set.
Along with festive coloured slips and lace camis the collection was a Christmas hit.
Sydney Sweeney – SYRN
At the beginning of 2026 actress and all-round bombshell Syndey Sweeney launched her own lingerie brand, Syrn.
Developed by the Euphoria star, Sydney’s aim was to create a size inclusive brand that focuses on four different “worlds” every woman can be – and of course Sydney embodies all of them effortlessly.
Seductress, Comfy, Romantic and Playful are the core-worlds but to launch the brand she kicked off with Seductress and a series of jaw-dropping images in a back-stage, boudoir set up.
As a result of the sexy snaps, the collection sold out completely in just a few hours of launch.
Keep your eyes peeled for what Sydney does in the future as much like her sales and bras – the only way is up.
Maura Higgins – Ann Summers
Fresh out of the Love Island villa in 2019, Maura Higgins began working with high street lingerie brand Ann Summers.
And after a year as a brand ambassador the Irish born reality star showcased her sexiest campaign for Christmas 2020.
Teasing fans with sultry behind the scenes snaps on Instagram in November, when the collection landed fans were chomping at the bit to get their hands on the festive frillies.
Dressed in both body suits and underwear sets, and even a Mrs Claus look, the range featured sexy sheer, lace and sequins all in time for party season.
With some snaps showing Maura emerging from a giant present box she turned up the heat with striking poses as the ultimate Christmas gift.
Abbey Clancy – Agent Provocateur
Luxury lingerie shop Agent Provocateur has had the likes of supermodel Naomi Campbell and actress Penelope Cruz model their underwear, as well as Brit, Abbey Clancy.
The model first started modelling for the brand in 2014 as part of a Breast Cancer Awareness campaign and has been working with them ever since.
In 2024 Abbey teamed up with her husband, former England footballer Peter Crouch, for their Christmas advert.
In the festive short film and photoshoot images Abbey wore a series of cut-out and strapped bras, waspies and briefs, as well as lacey and sheer sets.
Agent Provocateur has a reputation for creating sensationally sexy negligee, but twinned with Abbey and it was a festive recipe for success.
Megan Fox – Fredericks of Hollywood
Even though you couldn’t shop Fredericks of Hollywood’s sexy smalls, that didn’t stop the impact of actress Megan Fox’s sultry campaign imagery.
In 2017 for the American brands Christmas collection, following their comeback from bankruptcy earlier that year, they brought on the Transformers star who draped herself around a dimly lit hotel room set wearing a series of lace up chemises, suspender sets and body suits with lace and velvet trims.
With Megan’s confident sexuality and being one of the hottest people in showbiz at the time, coupled with the brand’s reputation for provocative looks the pairing was mystique and magic.
Dakota Johnson – Calvin Klein
The brand who started the trend of bringing in famous faces to flog their underwear collaborated with a new A-lister earlier this year, Dakota Johnson.
The 50 Shades of Grey actress can be seen wearing classic Calvin styles with the brand’s signature logo emblazoned bras and briefs as well as six inch stilettos and pale, loose denim. A big nod to their nineties campaigns and famous styles.
Dakota’s cool, laid back sex appeal shines through the imagery as she lounges around a stylish home reading a film script and playing pool, erm, half dressed.
As well as covering her modesty with a pair of pomegranates, Dakota shows she’s not afraid to laugh at herself and twinned with this stunning photoshoot amps up the sexiness.
