Crystal Renn has become the new face of Agent Provocateur.

The striking model stars in a glamorous 70s-inspired ad campaign for the risqué underwear brand, shot by Purple magazine founder and owner Olivier Zahm.

Sarah Shotton, the brand's creative director, told WWD: ''[Olivier] always shoots women really sexily, and Crystal is just so [Agent Provocateur]. She's got a bit of that Hollywood glamour. She's supersexy, and she has this way of moving.

''By just throwing her hips forward or arching her back just a little bit more, she made everything that much sexier. And she really went into character, too. Olivier and she spent a lot of time talking through who this girl was and at the end of their talk she was that girl.''

The sultry campaign was shot in London on a set reminiscent of the petrol stations which feature heavily Ed Ruscha's Pop art and by Helmut Newton's photographs.

The images tie in with Agent Provocateur's spring/summer collection since the sexy undergarments were inspired by carefree American road-trip films.

Sarah explained: ''The last season was quite serious, so I wanted spring to be more fun, to be colourful and carefree. I was watching 'Thelma and Louise' and was inspired by the idea of driving across the US in a Cadillac, Patricia Arquette in 'True Romance' and that whole trailer-trash thing.''