Maya Jama shows off her toned legs in black knee-high boots and burgundy fur as she gives Kate Moss a run for her money as she films her first Rimmel ad

Maya James looked every inch the iconic model as she flaunted a series of glamorous looks while filming her debut Rimmel ad in London earlier this week.

The TV presenter, 29, followed into the footsteps of fashion icon Kate Moss – who was the face of the brand for 20 years – as she mirrored her legendary look.

She boosted her jaw-dropping curves in a figure-hugging black buttoned mini dress with plunging sweetheart neckline.

The Love Island host showed off her very toned legs in a pair of black slouchy knee-high boots and matching tights.

The bombshell gave a further glamorous touch to her outfit as she rocked a burgundy fur, oozing confidence as she strutted the city’s streets.

Iconic: Maya James looked every inch the iconic model as she flaunted a glamorous look while filming her debut Rimmel ad in London earlier this week

Taking the reins: The TV presenter, 29, followed into the footsteps of fashion icon Kate Moss – who was the face of the brand for 20 years – as she mirrored her legendary look

Reference: The Bristol-born presenter stepped out on set displaying another show-stopping look – as she rocked the iconic black leather schoolboy hat

Look familiar? The hat was exactly like the one Kate donned in many Rimmel ads in the past

Maya – who signed a multi-million pound deal with the brand earlier in January – accessorised with chunky gold earrings and added a matching dainty necklace.

Her make-up look was subtle, boosting further her stunning natural features – and kept her chocolate tresses straight with a side parting.

During her glamorous shooting, the former BBC presenter dazzled in a slew of other outfits.

The star looked nothing short than sensational in a black cut-out top and matching ripped denim, and caught the eye in a long red PVC coat.

She oozed style as she was seen carrying a takeaway cup of coffee on set.

Maya accessorised with small hoop earrings and opted for a delicate bronze palette with nude lipstick.

She looked in good spirits as she enjoyed her coffee break.

The Bristol-born presenter stepped out on set displaying another show-stopping look – as she rocked the iconic black leather schoolboy hat, exactly like the one Kate donned in many Rimmel ads in the past.

Glamorous: She boosted her jaw-dropping curves in a figure-hugging black buttoned mini dress

Toned: She added black tights to her racy look 

Oozing fashion: The bombshell gave a further glamorous touch to her outfit as she rocked a burgundy fur

Modelling: Maya oozed confidence as she strutted the city’s streets

Dazzling: Maya – who signed a multi-million pound deal with the brand earlier in January – accessorised with chunky gold earrings and added a matching dainty necklace

Beauty: Her make-up look was subtle, boosting further her stunning natural features – and kept her chocolate tresses straight with a side parting

Walking tall: During her glamorous shooting, the former BBC presenter dazzled in a slew of other outfits

Wow! The star looked nothing short than sensational in a black cut-out top and matching ripped denim, and caught the eye in a long red PVC coat

Stylish: She oozed style as she was seen carrying a takeaway cup of coffee on set

Beauty: Maya accessorised with small hoop earrings and opted for a delicate bronze palette with nude lipstick

Break time: She looked in good spirits as she enjoyed her coffee break

Fashionista: Maya oozed fashion as she caught the eye in a bold look that included a long beige fur – teamed with black knee-high boots

Turning heads: She flashed a red outfit underneath, while striking a slew of sultry poses down the lenses

All eyes on her: The TV favourite oozed confidence and appeared to be in her element while beaming for her new debut advert The star posed up a storm alongside a slew of other models as they repped the brand proudly

Veteran: Fashion and beauty legend Kate, 49, first became Rimmel’s face in 2006

 Fashion and beauty legend Kate, 49, first became Rimmel’s face in 2006.

Maya oozed fashion as she caught the eye in a bold look that included a long beige fur – teamed with black knee-high boots.

She flashed a red outfit underneath, while striking a slew of sultry poses down the lenses.

The TV favourite oozed confidence and appeared to be in her element while beaming for her new debut advert.

The star posed up a storm alongside a slew of other models as they repped the brand proudly.  

The British beauty sets the city ablaze with her style and charisma, elevating the brand to new heights.

Maya, who is worth £2 million, is making big waves in the industry, but some insiders have said the decision may spark an ageist row.

A source told The Sun: ‘Rimmel is one of the biggest brands in beauty with a very British core, so pinpointing Maya to be their figurehead shows she’s very much the It Girl of the moment. 

‘They needed a big name to take over from Kate, who had already stepped back from the role.

‘Rimmel believes Maya ticks that box — plus they hope she can also appeal to a younger and more diverse audience. A backlash is expected given Maya is nearly half Kate’s age, but the company are happy with their decision. It’s a dream come true for Maya.’

MailOnline contacted Rimmel and a representative for Maya for comment. 

In April the star looked on cloud nine as she posed next to a photo of her new ad campaign for the brand, where she can be seen with slicked back hair and deep red lipstick.

In the new snaps, she slipped into a black mini dress and matching tights as she beamed next to her campaign ad.

The host added height to her frame with a pair of black heels with a silver buckle and let her locks fall loose down her shoulders.

In another look for the campaign, Maya donned a burgundy sleeveless crop top that highlighted her toned midriff.

Posing in front of the Thames, the star also sported a pair of cream trousers and styled her tresses into a braid. 

Announcing her partner ship with Rimmel on Friday, Maya said: ‘So excited to announce that I am the new global brand ambassador for @RimmelLondonUKi.

‘I grew up with this brand and have dreamed about saying the iconic ‘London look’ line on tv one day and now it’s happening I don’t even have the words, following in the footsteps of Kate Moss, Adwoa and more doesn’t even make sense in my mind but I am honoured. 

’16-year-old me who moved to london from Bristol with a bag of dreams would not have believed you if you said 12 years later I would be a part of such a legendary London staple.

‘London is my home and now you can catch me living the London Look’.

Eventually overcoming her heartache, Maya moved to London in 2012 when she was 16, and for many years struggled to even earn enough money to travel to work.

She told The Sunday Times earlier this month: ‘I was broke, ­pretending I’d lost my Oyster card every day so I could get to work. Hustling my little way around London, having £1 ­chicken-shop meals every day.

‘But I was happy. I was ­working and I was living in London, I felt like I was getting somewhere. I’d just work as much as I could.’

The star landed a part-time job at the high street shop Urban Outfitters, and has also been working as a runner for the production company Jump Off.TV.

Eventually, Maya began to host its weekly music video countdown, before moving to TRACE Sports on Sky, and Rinse FM. 

In 2014, Maya joined MTV on their show The Wrap Up, and in 2017, she presented the pre-Brit Awards Party as well as a Facebook Live from the red carpet.

Maya also took over from Stacey Dooley as the host of the BBC Three series Glow Up, and co-hosted Crouchy’s Year-Late Euros show alongside footballer Peter Crouch.

As well as her television work, Maya had a regular slot hosting BBC Radio 1 until 2020, and also appeared alongside Scott Mills until he moved to Radio 2. 

But, this year Maya has reached the peak of her career as the host of Love Island’s new series, a gig which reportedly earned former host Laura around £600,000.

Speaking to The Times, Maya gushed that the job is a ‘golden ticket’ for her, and she said yes to the offer ‘straight away’, before she even completed an audition. 

The favourite presenter has recently been busy filming the brand new spin-off Love Island Games in Fiji.

Earlier this month, the presenter set pulses racing in a daring leather mini dress as she strutted along the beach after touching down in a lavish chopper.

Later in the episode, Maya also went braless in a daring purple look as she made her debut on the show, which debuted on Peacock in the US. 

Love Island Games kicked off in spectacular fashion as contestants from the international franchise gathered for a second chance at love. 

In a recent episode, Love Island Games fans were left baffled when host Maya was replaced by Adriana Madix.

Radiant: In April, Maya looked on cloud nine as she posed next to a photo of her new ad campaign for the brand, where she can be seen with slicked back hair and deep red lipstick

Stunning: In the new snaps, the star slipped into a black mini dress and matching tights as she beamed next to her campaign ad

Campaign: The Love Island presenter has become the latest global ambassador for the beauty brand, following in the footsteps of supermodel Kate Moss

Wow: In another look for the campaign, Maya donned a burgundy sleeveless crop top that highlighted her toned midriff

Maya said: ‘I grew up with this brand and have dreamed about saying the iconic ‘London look’ line on tv one day and now it’s happening I don’t even have the words’

Wow! Maya Jama made a show-stopping entrance for the premiere episode of The Love Island Games, as she arrived on the sands of Fiji on a helicopter

Sizzling! Later in the episode, Maya also went braless in a daring purple look as she made her debut on the show, which debuted on Peacock in the US

‘Disappointed’: Love Island Games fans were left baffled when Maya Jama, 28, was replaced by Adriana Madix, 38, in a recent episode

Shocked: The presenter disappeared from the new spin-off show and was taken over by the American TV personality (pictured) for a couple of episodes last week

The presenter disappeared from the new spin-off show and was taken over by the American TV personality, 38, for a couple of episodes this week.

Maya shared with fans that she was jetting off for a different piece of work in Italy, but would be back soon. 

Announcing the news on her social media, Maya wrote: ‘So glad you’re all loving the show… I had to leave to go to Italy  if you followed me before you might remember but I’ll be back soon.’

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