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Rosie Huntington-Whiteley looks demure at M&S lingerie launch

Rosie Huntington-Whiteley has launched her first ever lingerie collection with M&S.

The model-turned-designer looked stunning at the launch in Oxford Street dressed in a figure-hugging black dress.

Rosie models the range in the new ad campaign which shows her playing with a white rose, wearing a shimmering silver negligee and her blonde locks being swept into a sixties-inspired ‘do.

Another image sees the stunning model show off her toned stomach in bra and briefs with art deco detailing. In a further shot, she has thrown a luxurious floral-print dressing gown over the top of this ensemble.

Other sultry pieces in the collection that shoppers will be desperate to get their hands on include a deep plum two-piece lingerie set, dark blue bras and briefs featuring a lace overlay and a sexy silver suspender belt.

Rosie recently spoke about how important it was for her to have a hands-on role in designing the line before she put her name to it.

The model said: ‘If I stick my name on something, it's a reflection of myself and of something I'm endorsing.

'I never want to put my name to something that I don't believe in, or that I haven't put a lot of work into.'