Hilary Duff has embraced a bold new look for her latest brand campaign, turning heads after appearing in a series of steamy promotional images and videos for Bath & Body Works.
The singer and actress is the face of the beauty company’s latest Fruit Fusion collection, and the campaign features Duff in a playful shower-inspired setting as she promotes the new range of body care and fragrance products.
In one of the campaign’s most eye-catching clips, the 38-year-old star is seen standing beneath a stream of water while wearing white underwear and a sheer white tank top.
Her long blonde hair is completely soaked as water pours over her, creating a dramatic setting for the advertisement.
Duff can also be seen singing into a bottle of the brand’s newly launched Fruit Fusion Watermelon Whirl body wash while appearing to enjoy the playful concept of the campaign.
Bath & Body Works shared the footage on social media as part of its National Watermelon Day promotion.
“It’s National Watermelon Day and guess how we’re celebrating… Fruit Fusion by Bath & Body Works of course,” the company wrote in the caption accompanying the campaign.
The promotional shoot also included several close-up photographs of Duff covered in body wash, along with images showing the star posing on the floor while wearing her wet-look outfit.
The campaign has quickly attracted attention from Duff’s longtime fans, many of whom flooded the comments section with compliments and excitement about the collaboration.
One fan called Duff “the most beautiful angel,” while another wrote that they were “so in love” with the collaboration.
“I love this so much!!” another follower commented, while a fourth fan joked that although they already loved watermelon, Duff’s appearance was making them appreciate the scent even more.
The Fruit Fusion collection features a selection of vegan body care and fragrance products designed around fruity scents. Alongside Watermelon Whirl, the collection includes Tangerine Twirl, Berry Bliss and Banana Blend.
The range includes products such as fragrance mist, body cream, body lotion and hand sanitizer, giving fans several ways to wear or layer the different scents.
Duff’s appearance in the campaign comes during an especially busy period in her career. The former Disney star recently returned to music with the release of her sixth studio album, luck… or something, marking her first full-length musical project in more than a decade.
She is also back on the road with her Lucky Me Tour after previously performing her Small Rooms, Big Nerves Tour.
The return to live music has marked a major moment for Duff, who had been away from touring for 18 years. Her comeback has allowed her to reconnect with fans who have followed her career since she first became a household name as a teenager.
During one of her recent sold-out performances at the Kia Forum in Los Angeles, Duff performed a combination of her classic hits and newer material. The singer became emotional during the show as she reflected on the support she has received from fans throughout her career.
Duff first rose to fame as the star of Disney Channel’s Lizzie McGuire, where she played the title character and quickly became one of the network’s biggest young stars.
She subsequently built a successful music career, releasing several albums and scoring hits while also continuing to work as an actress.
Over the years, Duff expanded her career beyond entertainment, taking on projects in writing and other creative fields while focusing much of her attention on her family.
Now, with her return to music and a growing number of high-profile appearances, Duff is showing fans a different chapter of her career.
Her latest Bath & Body Works campaign adds another striking moment to that comeback, combining the star’s playful personality with a more mature image as she promotes one of the brand’s newest collections.