Her figure looks impossibly toned as she poses in the sexy underwear, including a red and black lace bodysuit with cut out detailing and stockings and suspenders.
The campaign is called “Be More Maura”, encouraging women to take a leaf out of Maura’s book when it comes to self-confidence and a no-nonsense attitude.
The star won the nation’s hearts in summer when she entered the villa with a bang, often becoming the voice of reason for the girls in the house.
She also stuck up for herself when Tom made a comment about wondering if Maura was “all mouth”, regarding her sex-positive attitude, which he mistook for her being instantly sexually available.
Ann Summers have said they chose Maura to front the campaign because she epitomised their ethos of female empowerment and body confidence.
The brand has said it hopes more women will follow Maura’s example to take ownership of their needs and desires and embrace their bodies for their natural beauty.
Maura looks unbelievably seductive in the lingerie, showing off her toned abs in a red and black lace underwear set.
Another set is a plum-coloured lace number with high waisted briefs and floral applique detailing.
She said:“A strong sense of confidence can often divide opinions, so when I came out of the Love Island villa it was great to see women supporting me with some of the topics I had been open about.
“I know who I am and other people’s opinions don’t matter to me as long as I am true to myself. I think as women self love and confidence is something we should embrace and take ownership of.
“I want to encourage women to feel confident about themselves and have the courage to stand up for what they want, so Ann Summers is the perfect partner to help me spread this empowering message and unite us girls together!”
Someone who will probably appreciate these photos is Maura’s boyfriend, Curtis Pritchard, who she met in the Love Island villa.
He attended the Pride of Britain Awards last night, revealing he had been to watch Maura for her upcoming Dancing On Ice appearance.
I went and watched her once” he said.
“But i’m a dancer, not on ice. I won’t comment on [gestures to waist] and below
Maura was so busy training for the show, which will kick off early next year, she wasn’t in attendance for the awards.
“All I can say is she is improving”, Curtis continued.
“She’s doing really well.
“It wont give her an advantage but I will try and help her out as much as possible.”
The Dancing On Ice pairings have not been announced yet, but they will be making TV history as they are the first show to pair up same sex couples.