Being picked as the face of La Senza is basically shorthand for saying every man in the world wants to sleep with you. Maxim wants to sleep with you. Maxim favourite Gemma Atkinson has already paraded her itsy-bitsy gear - now it's the turn of Czech model Petra Nemcova.

Largely famous for surviving the tsunami of 2004 and once being the bed buddy of James Blunt, the sexy Czechy is now the saucy underwear chain's official ambassador. "I love lingerie modelling," the 28-year-old says. "It makes you feel good about yourself and it's really sexy."

We're glad you find it so fulfilling, Petra - but we doubt you're enjoying it as much as we are. Here's hoping we see lots more promotional shots like these ones - and hopefully, our girlfriends bearing a vague resemblance when donning the same stuff...