Holly Willoughby showed off her gorgeous curves at the launch of her latest fashion range of Very yesterday.
The Voice presenter modelled one of her own creations, which featured a mesh panel covering her most famous assets.
Size 12 Holly revealed a number of dresses from her new autumn/winter collection for the online store, which is designed to flatter curvy girls.
But if she was hoping to show off more of her designs on TV, she'll have to be careful.
According to The Mirror, a number of ITV stars including Holly and Gino D'Acampo have been warned about product placement.
The paper quotes an ITV source as saying: "There was a change in the Ofcom ruling with regards to undue prominence and product placement in TV. When there are changes we chat to talent and agents about them.
"In the past Holly has worn a number of her own dresses from the brand Very and Gino often wears bright watches which are on camera a lot, so we have to look at things like this now to make sure we don't do anything wrong."
Earlier this week we told you how Holly was just beaten by Marilyn Monroe in a poll to find the greatest celebrity cleavage of all time.