TROUBLED retailer Marks & Spencer has signed up Brookside's Claire Sweeney - just voted Rear of the Year - to model a sexy new bra.
The group, which last month announced another plunge in profits and admitted that clothing sales had been "unacceptable", is to use Sweeney's photographs for in-store promotions of the bra from August.
The underwear will be made by Sara Lee Courtaulds, maker of Wonderbras, which will produce three designs called Cheeky, Naughty and Wicked.
Although Sweeney's photographs will be used to promote the brand, she will not be appearing in adverts for M&S.
"She has been shot for PR and promotional purposes - for in-store posters, but not for advertising," a spokeswoman said.
The actress, named Female Rear of the Year last week, is reported to be being paid £300,000 for the modelling work.
M&S last month announced that full-year pre-tax profits before one-off costs had dived to £480.9 million.
Three years ago, the firm was making yearly profits of more than £1 billion.