Stretching the truth: how lean Coleen lost her curves

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Her surprisingly svelte look was unveiled at the London launch of her perfume brand, Coleen X.

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Coleen in a promo pic for her new perfume (left) and a curvier Coleen holidaying last month (right)

When the real Miss McLoughlin made an appearance at the launch, it was clear that she was still her old shapely self.

Tellingly, she refused photographers' requests to pose in profile next to the publicity image.

An air-brushing specialist from David Martin Photography in her home city of Liverpool said: "This promotional picture shows she is very slim even though she is famous for appreciating her curves.

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Coleen headed off for dinner in Soho after launching her fragrance

"It looks as though Coleen has either dieted or has been airbrushed or stretched in the torso region making her look a lot taller and thinner.

"We are often asked to create this look for clients but usually for older ladies."

Miss McLoughlin, 21-year-old fiancee of England footballer Wayne Rooney, is following in the footsteps of the most famous WAG of all, Victoria Beckham, who promoted her own brand of perfume recently with a super-skinny look.

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Wayne with voluptuous Coleen in Las Vegas last month

And as Mrs Beckham is moving to America this week to start a new life with her soccer star husband David, this is an ideal time for Miss McLoughlin to increase her share of the UK limelight.

The 100ml bottle of Coleen X costs £19.99. The fragrance - which Miss McLaughlin tested on her friends - will initially go on sale exclusively at Selfridges in August.

The scent is expected to become part of a beauty range which is estimated will earn her £10million over the next decade.