Coco de Mer snaps up Pamela Anderson as brand ambassador

Pamela Anderson has been unveiled as the new International Brand Ambassador for the luxury lingerie brand Coco de Mer. 

It is the actress's first campaign for the brand, and was released on Tuesday. Shot by fashion photographer Rankin and his agency The Full Service, the campaign includes a short film deigned to inspire women to "take back control of Valentine's Day."

Anderson is seen getting ready for Valentine's Day in the film, which features the tagline 'No-one Knows You Better than You', sporting a range of pieces from the brand's lacy gold 'Gaia' collection. The collection covers bras, thongs, a suspender belt, bodysuit, slip and robe.

"We wanted to think about Valentine's Day in a different way," Lucy Litwack, chief executive officer of Coco De Mer, told WWD. "It's about women taking control. Moving away from stereotypes and allowing each and every woman to own Valentine's Day, without worrying whether they have a partner."

Coco de Mer has hinted at further collaborations with Anderson in the future, calling the film "the first of our joint projects."

The news marks a big year for Anderson, who will be making a big screen appearance this May with the launch of the cinematic reboot of "Baywatch," the show that propelled her to fame.