In a move that is unlikely to sit well with Sir Bob Geldof, his daughter Peaches has made sure it's all eyes on her by signing up as a top model for lingerie brand Miss Ultimo.
Wild child Peaches, who looks at home on the retro-inspired set, strikes a number of sexy and provocative poses showing off the brand's array of colourful underwear.
Stripped down: Peaches Geldof has landed herself a six-figure salary posing in the new range of Miss Ultimo underwear
In one snap, she lies on top of a table in her frilly, patterned underwear and stilettos surrounded by cupcakes and milkshakes.
In another she is looking dead on into the camera with sultry eyes and with her arms behind her head in a typical model pose.
Peaches has reportedly secured a six-figure sum as the latest celebrity face of the brand.
'Dad hasn't seen the pictures yet,' says Peaches. 'But I'm not worried about his reaction because I'm a 20-year-old woman not a 13-year-old girl. I'm glad I can earn money like this.'
Strike a pose: Peaches says she's not worried about her father Sir Bob Geldof's reaction to her pictures because she's a grown woman
I'm a Peach: Peaches looks the part on the retro-styled shoot
The company's boss Michelle Mone is believed to have quickly snapped up the socialite after seeing topless beach pictures of the socialite her in the News Of the World.
She said: 'Peaches was the perfect choice for this campaign. She's young edgy with lashings of style.' Peaches added: 'I'd rather young girls were looking at a normal body like mine rather than an anorexic model.'
Model behaviour: The tattooed socialite landed the Ultimo contract after recent topless pictures appeared in a national newspaper
Peaches, who recently divorced musician Max Drummey after shocking friends and family with their shotgun wedding last August, has certainly gained a reputation for being rebellious, and her wild child antics have gained her some kudos as 'edgy' from a number of fashionistas.
But in equal measure, the she has been branded spoilt and even nicknamed a Boomtown brat by many in the industry, with her seemingly out-of-control behaviour landing her into trouble.
But Peaches who is clearly happy with her lucrative new venture insists that despite flitting around in her pants that she wants to be taken seriously, and is also hoping that men to look beyond her appearance.
' I don't want a man who's just interested in how I look in my underwear,' she said. 'I want someone who likes me for my personality.'
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