American socialite, model, singer, and businesswoman Paris Hilton has become the face of the latest ad campaign for the luxurious lingerie brand Agent Provocateur. The 43-year-old heiress of the world’s largest hotel chain stars in the brand’s Fall/Winter 2024 collection, showcasing a series of sultry looks in a glamorous photoshoot dedicated to both the new collection and the brand’s milestone anniversary.

“In celebration of our 30th anniversary, global icon, mother, businesswoman, activist, actress, and DJ Paris Hilton takes on the role of the Provocateur. This is a Hollywood love story between an iconic woman and an iconic brand, crafted by creative director Sarah Shotton and shot in Los Angeles by Greg Williams,” the press release states.

Paris expressed her excitement about the collaboration, stating, “This is the ultimate tribute to iconic femininity. For me, AP has always embodied strength and elegance, and joining them in celebrating their legacy is a great honor.” Sarah Shotton, creative director of Agent Provocateur, praised Paris, saying, “To me, she is sexy, bold, and provocative. Paris is amazing, and she’s a huge fan of AP. I made her wedding lingerie and a special kimono. She’s a true AP girl.”

In addition to her role as the face of Agent Provocateur’s Fall/Winter 2024 campaign, Paris has been busy preparing for the release of her second studio album, Infinite Icon, which is set to drop on September 6. This will mark her first full-length album in nearly 20 years.