Lucy Watson is the new face of Lipsy's VIP line.

The 'Made in Chelsea' beauty has been chosen to front the high street brand's new capsule range of glamorous red carpet worthy dresses at purse-friendly prices.

She enthused: ''I'm so excited to be modelling Lipsy's new season VIP collection, the range of dresses will make every girl feel and look her best! The brand always makes such great evening wear and I love the exclusivity of the Lipsy VIP collection - all of the dresses would be perfect for any red carpet event!''

Lucy will model the new season's collection of feminine eveningwear, ranging from full-length gowns to flirty tulle dresses and sophisticated embellished looks, which are perfect for making an impact and suit every shape and style.

The posh star follows in the footsteps of fellow British style icons Pixie Lott, Millie Mackintosh and Alex Gerrard, who have all fronted ads for the label in the past.

This marks the second high-profile campaign for Lucy, who recently unveiled a racy new anti-fur ad for PETA, which shows her posing nude under the slogan ''Fur? I'd Rather Go Naked''.

The new Lipsy VIP collection will launch in June 2014 at Lipsy.co.uk.