Former Spice Girl Mel B emerged from a giant cake today to help lingerie brand Ultimo celebrate its 10th anniversary.
The singer, nicknamed Scary Spice during her time with the girl band, wore a sparkling corset for the celebration in London.
Ultimo was founded by entrepreneur Michelle Mone in 1999 with the launch of a cleavage-enhancing bra.
The brand was worn by Julia Robert during her Oscar-winning performance in Erin Brockovich and has gone on to become a multi-million pound business.
Mel B said: "It's been fantastic to be the face and body of Ultimo and I am so happy to be here to celebrate its 10th birthday.
"It's been great to work with Michelle and her team since being signed and I wish them all the best for the next 10 years."
Mrs Mone said she was "incredibly excited" about the celebration and described Mel B as a "phenomenal ambassador" for the brand.
"The fact that we've come so far in 10 years is testament to our commitment to designing and producing gorgeous, well-fitted and innovative lingerie and swimwear," she said.
After popping out of the cake at the Debenhams store in Oxford Street, Mel B met fans and signed autographs.
Caroline Greenslade, Debenhams' head of lingerie design, said: "The brand has gone from strength to strength and is a great asset to our lingerie offering.
"We look forward to welcoming many more birthdays and gorgeous Ultimo ambassadors in the future."
Ultimo will launch its 10th anniversary autumn/winter collection featuring Mel B later this month.