Move over Kate Moss.

The once famous face of sexy lingerie line “Agent Provocateur,” has been replaced by Maggie Gyllenhaal, who I think looks absolutely phenomenal in these photos for the ad campaign.

Some seem to be questioning Provocateur’s choice to use Gyllenhaal, but if you’ve ever seen her in the film, “Secretary,” where her character is that of a mousy, plain girl who tranforms into a sex kitten, then these ads should come has no surprise.

Serena Rees, co-founder of Agent Provocateur, said:

“Maggie is not an obvious sex symbol. She is interesting looking, confident and beautiful in a way that is non-threatening, which makes her appealing to men and women alike.”

The images are part of ‘Lessons in Lingerie, the first in a collection of books entitled The Adventures of Miss A.P. The next episode in the series, ‘Lady of the Manor, will be released in November.

[Daily Mail]

What do you think – Hot or Not?

[Thanks to Celebutopia for the pics]