Using her body for a good cause: Tamara Ecclestone strips down to a bikini… to promote a bracelet
15:06 GMT, 21 June 2012
We're used to seeing Tamara Ecclestone showing off her figure on yachts and beaches in some of the world's top holiday spots.
But this time, the F1 heiress is flaunting her figure for a good cause – to launch a charity bracelet.
The 27-year-old showed off her year-round tan in a white two-piece as she launched the Lisa Blue Whale Tale bracelet today in London.
All for a good cause: Tamara Ecclestone models the Whale Tale bracelets at the Kings' Road Sporting Club in London's Chelsea
Accompanied by two similarly attired models the brunette teamed her bikini with a sarong and gold wedge heels.
Although the swimwear linked to a charity bracelet may not seem clear at first – the jewellery is actually produced by Australia designer Lisa Burke.
Burke already donates 25 per cent of sales from her Lisa Blue swimwear to the Australian Whale Conservation Society.
Self-conscious Tamara and two models pose outside the store in London's famous King's Road
Working it: Tamara showed off her year-round tan in the white two-piece
However, 100 per cent of sales from the new Whale Tale bracelets, which come in plum and silver or black and gold, go towards the charity.
Taking to Twitter before the launch at the Kings Road Sporting Club in Chelsea, Tamara said: 'Morning time to rise and get glam for me I
am so excited to be launching a charity bracelet by Lisa Blue at Kings
Road Sporting Club.'
Meanwhile, Tamara has been doing plenty of celebrating to mark her 28th birthday, which isn't until next Thursday.
Saving the whales: Profits from the bracelet for towards conserving whales
Over the weekend, her father Bernie hired out Tyringham Hall in Buckinghamshire for a 'glamour-themed' party.
Tamara explained she was celebrating with friends early because she would be on holiday with her family on the actual day.
And she admitted she's hoping her boyfriend of two years Omar Khyami will propose on the day.
She told the Mail On Sunday: 'I'm not sure if Omar will propose on my birthday, but I hope this will be the year.'