We're just days away from Valentine's Day itself, though love is set to be in the air all over the world this weekend as celebrations get underway for couples as well as singletons.
It's a time for romance and often gifts, with it now the norm for celebrities to take the opportunity to promote lingerie brands and other businesses at this time of the year.
Various photoshoots have graced social media platforms like Instagram in recent weeks, with stockings, suspenders and lace having featured heavily in such posts.
Among those who have stripped off for racy photoshoots recently are Kim Kardashian, 41, Rihanna, 33, and Amanda Holden, 50 - who lead a host of others marking the date.
Kim Kardashian has modelled outfits from the Valentine's Day shop of her shapewear brand SKIMS. Photos have been posted on social media in recent weeks.
Alongside her singing career, Rihanna has her own lingerie brand Savage X Fenty - with her having modelled a piece for its collection ahead of February 14. Promoting the range, she wrote: "Valentine's Day is for me ... but you can watch."
TV presenter Amanda Holden posed in red lingerie for clothing retailer JD Williams, with her a brand ambassador for the firm. She shared the photoshoot on social media earlier this week, with the sizzling snaps attracting praise.
Among those who compliment the Britain's Got Talent judge was her Heart Breakfast colleague Ashley Roberts, 40. The Pussycat Dolls member responded by writing "yes sister," alongside a fire emoji and a red heart emoji.
A number of Love Island alums have promoted brands ahead of Valentine's Day this year, including Liberty Poole, 22 - who's currently on the latest series of Dancing on Ice.
She has shared racy snaps of herself modelling Boux Avenue items on social media in recent weeks, including a snap of her eating pizza whilst wearing a black lingerie set.
Bella Hadid, 25, has been among the models promoting the #VSFeeltheLove campaign for Victoria's Secret. She was praised by fans for showing her stretch marks in such.
TV presenter Davina McCall, 54, showed off her physique in black lingerie that she modeled for JD Williams recently. The brand said that it was Valentine's Day inspiration.
Faye Winter and Teddy Soares, both 26 - who met on Love Island last year - have promoted Lovehoney on social media this month, with them posing together for a couple's photo.
Other former islanders who have stripped off ahead of Valentine's Day include Shannon Singh, 23, who shared a photo in promotion of fashion brand Pour Moi.
And advertising Boux Avenue's Valentine's collection recently, Olivia Bowen, 28, embraced stockings in a three-piece set, in which she cradled her growing baby bump.
The reality star - who is expecting her first child with Alex Bowen, 30, whom she met on Love Island in 2016 - shared the photos of herself on social media last month.
Charlotte Dawson said that Valentine's Day had "come early" when she shared photos of herself in lingerie a few weeks ago. The post was in promotion of her fake tan brand Dawsylicious Tanning, with her sharing a discount code.
The Ex on the Beach alum showed off her weight loss in the photoshoot, with her seen wearing a two-piece set which perched on a bed that was covered in red roses.
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Another reality TV star who has posed in lingerie recently is Molly Smith, 25. The model, who was on Love Island in 2020, was photographed in a lacy set to promote Loire Label.
Those listed aren't the only celebrities to have stripped off ahead of Valentine's Day, with plenty of others having posted racy snaps of themselves in the last few weeks.
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