A great-grandmother of 68 has posed in seductive lingerie for a new campaign celebrating ageless beauty.

'Lina is a great grandmother, and we asked her to model for us as she appeared so playful, which perfectly encompasses our brand,' founder of London-based lingerie brand Playful Promises, Emma Parker explained.

'I love this. Just because you’re getting older doesn’t mean you don’t have a playful side.

'She still works full time at the front of house in a City bank, despite being 68. She was initially quite shy, but when she posed she really got into role and modeled just how girls a fraction of her age do - the beauty shone through.'

Great grandmother Lina, 68, is starring in a campaign for London-based lingerie brand Playful Promises, posing confidently in playful bunny ears

The campaign sees Lina confidently pose in a red cut out bra and slip skirt with suspenders and playful bunny ears.

In another shot, she looks the epitome of a blonde bombshell in a black bustier, complimenting the look with a classic red lip.

Lina, 68, looks every inch a blonde bombshell as she strikes a post in a black bustier and suspender belt

Emma set up Playful Promises when she was 28 and said her own experience of ageing inspired her to create the campaign, saying she's only now beginning to understand the power of lingerie for older women.

'At 41 I don’t have the power of youth that I once had,' she explained. 'At 28 I couldn’t really imagine a 41 year old woman having sex or being interested in lingerie, but alas I have arrived at 41 and don’t feel that differently sexually than I did at 28.

'I have slowed down a bit, which is only natural as my hormones are changing. This has led me to reconsider how I relate to my own brand. I suddenly realised how much I had been participating in our culture’s obsession with youth as the ideal.

Pam models a black embroidered dressing gown from Playful Promises' Juliet range

'I am sorry that I didn’t realise this sooner, and that it is only my own experience that has widened my horizons.'

The campaign is the latest sign that after decades of being ignored by the fashion and advertising industries, increasing numbers of mature models are gracing the catwalks and pages of glossy magazines as marketing companies have woken up to their vast commercial potential.

Women who are 50-plus, trim and attractive can earn anything from £200 to thousands of pounds for a couple of days’ work.