Jade Jagger strips down to her underwear in her new role as a high street model.

Jewellery designer Jagger, 34, is the face and body of Adore Moi, a joint venture with Debenhams.

The underwear collection is aimed at women over 35 - and they will probably have a smaller budget than the daughter of rock royalty has to splash out on bras.

The brand has been designed by lingerie tycoon Michelle Mone, who sparked controversy by ditching Rod Stewart's fiancee Penny Lancaster for his ex-wife Rachel Hunter as the face of Ultimo in 2004.

Jagger, the daughter of Rolling Stone Sir Mick Jagger and his first wife Bianca, said: "I am delighted to be joining Michelle Mone and Debenhams in their new joint venture and can only predict that Adore Moi lingerie will be a huge success.

"The collection is so stylish and sophisticated, not to mention great value for money."

Mone, whose new bras cost in the region of £20, said: "The new collection is fabulous and quite simply proves that you don't need to spend over £40 for exquisite lingerie that fits like a dream.

"Adore Moi is targeted at women over 35 and as a working mother of two, Jade is the perfect choice to front this brand."

Jagger's new job comes after it was reported that her £1.3 million contract as a jewellery designer with top gem firm Garrard was not being renewed.

The former wild child has two daughters, Assisi, 14, and Amba, 11.