Jordan comes out to play for a racy lingerie launch

Katie Price has been noticeably demure in recent times, but today she let her alter ego Jordan out to play.

The model stripped down to her underwear to promote her new lingerie range for George at Asda at The Worx in London.

Jordan's back: Katie Price stripped down to promote her new lingerie in London today

Despite her skimpy attire, she managed to avoid any embarrassing slip-ups - last month she had a wardrobe malfunction which saw her spill out of her top while copies of her third autobiography Jordan: Pushed To The Limit.

Today she was later joined by some of her biggest admirers after putting the call out for everyday women to join help join her the event.

Katie's admirers: Jordan called on six members of her fan club to join her at the launch

She said: "I decided that I wanted girls from my fan club to model [the range] with me in front of the press so I got them to write in and then I chose six girls."

While the 29-year-old's cleavage appeared more than generous in her black lace trimmed bra, she recently underwent a breast reduction during a visit to LA in December.

Still, Katie, who has three children, Harvey, 5, Junior, two, and Princess Tiaamii, nine months, plans to go back for yet another cosmetic procedure on her breasts to have them made even smaller.

Business savvy: the star has released a range for George at Asda

Meanwhile, the star last week helped husband Peter Andre ring in his 35th birthday.

She told OK! magazine: "I had planned to go to Paris for the night. Well, what a nightmare - the M25 was blocked so we missed the Eurostar."

But she still spoilt the former pop idol, revealing: "I bought him a white baby grand piano among other things, which he loved!"

Body of work: the former glamour model showed off her recently reduced bust line