Red hot Valentines: Sarah Harding and Gemma Atkinson's racy new lingerie ads

The Girls Aloud singer, 26, and I'm A Celebrity... Get Me Out Of Here! reality star, 23, flash their figures in a series of underwear poses in the latest campaign for Ultimo.

A week before February 14th, Ultimo's latest collection features Gemma and Sarah dressed in a series of bra and knicker combinations.

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Blushing belle: Sarah Harding sizzles in her hot pink lingerie in the new Ultimo ads

Scottish firm Ultimo flew their celebrity models to the warmer climes of Miami, Florida for the photo shoot last month to make sure they didn't get too chilly in their briefs.

Ex-Hollyoaks actress Gemma, who is planning to launch a pop career following her appearance on Soapstar Superstar, was unveiled as the face of Ultimo's D-G range in November.

Gemma wowed viewers of I'm A Celebrity two months ago with her svelte size 4 figure and her surgically-enhanced 34E breasts in a series of skimpy bikinis.

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Yin and yang: Sarah Harding shows off her toned stomach

Sarah piped her Girls Aloud bandmates to become an Ultimo spokesmodel in 2006 and models their A-C line. The latest Spring/Summer 2008 shots mark her last campaign as an 'Ultimo Angel'.

The pop star admits she spent time in gym getting in top shape for the new ad: "I am not a supermodel like all the other previous Ultimo models so I worked really hard to look the best I possibly could."

Ultimo creator Michelle Mone said: "Sarah has been great to work with. When Sarah was signed as The Face and Body of Ultimo in 2006, she was not a professional model like her predecessors, however, the more Ultimo photoshoots she experienced, the more confident she became.

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"It has been a pleasure to work with Sarah and I wish her all the best for the future. Sarah's successor will be named soon."

Gemma and Sarah follow in the footsteps of previous Ultimo models Rachel Hunter, Penny Lancaster and Helena Christensen.

The latest Ultimo collection is available from Debenhams stores nationwide.

Bright lights: Sarah's sizzling tan is complemented by the bright underwear ensembles