She's known the world over as a sex symbol and last week Katie Price unveiled her new collection of lingerie by personally modeling it herself.

The British beauty was spotted at ASDA Living Store Lakeside in Essex, England for the momentous occasion, meeting fans and signing autographs.

During the course of the event, Price (aka Jordan) paraded around and performed a sexy and seductive array of poses to promote her skimpy underwear.

And according to onlookers, there were plenty of spectators paying full attention to Katie, as well as getting in some early Christmas holiday shopping.

Enjoy the pictures of Katie Price launching her new lingerie sets (November 20).