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Amanda Holden and Davina McCall have showcased their incredible, age-defying figures as they posed together in lingerie for a new shoot.
The TV and radio presenters both wore beautiful underwear sets to promote a new festive campaign for JD Williams.
Holden opted for two separate lacy looks, with the Britain's Got Talent judge, 50, slipping into both red and black two piece sets, while McCall, 54, wowed in a beautiful, black and nude set, which highlighted her toned abs.
As well as showcasing some of the images and a teaser video clip from the campaign, Holden shared a snapshot of one of the lingerie sets to her Instagram.
"Channelling my inner @evaherzigova!" she wrote before adding that she's already done her Christmas shopping.
Of course it wasn't long before she started attracting a lot of attention from fans as the image quickly clocked up over 55K likes from fellow social media users.
She was also flooded with compliments, as one commented: "Amanda you look incredible"
"You look smoking hot," another added.
While fellow presenter Zoe Ball wrote: "Damn girl you look 🔥🔥🔥 "
The duo also posed fully dressed, both in winter coats and boots and some festive party-wear for the campaign.
Chic snapshots from the campaign feature McCall wearing a chic wide leg jumpsuit and festive argyle jumpers and Holden in long wool coats and a slinky wrap dress.
The TV personalities both also don this season's must-have matching pyjamas whilst exchanging gifts.
Holden and McCall have been brand ambassadors for the online retailer since the summer and have wowed in a series of campaigns since then.
Commenting on the dream McCall/Holden partnership Kenyatte Nelson, chief brand officer at JD Williams, said: “We’re delighted to be revealing another stunning campaign with our brand ambassadors.
"Christmas is set to be huge for everyone this year and we hope to inspire grown women with our trend focused festive looks and product offering across our range of fashion, home and the rest; we are a one–stop shop for Christmas and we think our brand ambassadors are the perfect women to help us convey that.”
Watch: Davina McCall: 'Beating drug addiction made me a much stronger person'
McCall, says of the partnership, “IT’S HERE!!! the next campaign with JD Williams with my gorgeous mate Amanda, the shoot was such a laugh, literally love her and it really helped make me feel extra christmassy.”
Holden added, “It’s always fun getting dressed up for festive celebrations! As you can see from the new JD Williams collection, they have everything you could need including fabulous sets of lingerie to boost your confidence too!
Holden went on to admit she's going early on Christmas this year.
"Christmas is my favourite time of year - I’m officially turning on my Christmas lights on November 22nd! - and this year is set to be extra special as we’re able to spend time with our loved ones again," she adds.
Speaking previously about how she stays in shape, Holden told Top Sante magazine: "I joke about my love of alcohol but honestly when I say I exercise to drink, it is true! I can balance one off against the other."
She told Top Sante magazine: "I'm not one of those people who follows fad diets. Or someone who removes certain foods from my diet."
She also doesn't do quick-fix diets. "You have to enjoy life," she told Mail Online. "I eat everything. Drink everything. I had a friend once who didn’t make it to her 50s and her biggest regret was she spent her life on a diet. I don't diet."
And while she likes to keep active she's not a fan of the gym.
"I can't stand gyms. I like to run for an hour a week, as I feel great afterwards. It's also time to myself, which is worth its weight in gold."
McCall on the other hand has well-documented her love of working out, but says her focus for staying in shape has changed over the years.
“Previously, my ‘keeping fit and healthy’ was all about my body and making myself look hot in a bikini… and actually now it’s just about staying alive longer and being in the best possible position to beat anything should it come my way,” she told Women’s Health UK.
To stay in shape, McCall says she makes the time to exercise for 30 minutes a day, five times a week.
"Essentially, I look at my body like an engine and it constantly needs fine-tuning to be working at top capacity," she told Independent.