Megan McKenna flashes her lace bra as she leads the stars at launch ...

She won the hearts of viewers after being crowned the winner of The X Factor: Celebrity.

And Megan McKenna was once again the centre of attention as she officially launched her Boux Avenue Christmas campaign with a star-studded party on Wednesday.

The former TOWIE star, 27, set pulses racing in a plunging black leather shirt as she arrived for the launch at London's Oxford Street store.

Sensational: Megan McKenna was once again the centre of attention as she officially launched her Boux Avenue Christmas campaign on Wednesday in London's Oxford Street

Sensational: Megan McKenna was once again the centre of attention as she officially launched her Boux Avenue Christmas campaign on Wednesday in London's Oxford Street

Megan displayed her edgy sense of style by flashing a hint of her lace bra as she arrived for the campaign launch party.

The reality star opted for a plunging black leather shirt which was cinched in to highlight her slender waist.

Megan teamed the shirt with classic black cigarette trousers and towering black heels, along with a thick headband to pull back her caramel curled tresses. 

Sexy: The former TOWIE star set pulses racing in a plunging black leather shirt as she arrived for the launch

Sexy: The former TOWIE star set pulses racing in a plunging black leather shirt as she arrived for the launch

Sizzling: Megan ensured that a hint of her ample cleavage was on display as she opted for a lace bra underneath her plunging shirt

Sizzling: Megan ensured that a hint of her ample cleavage was on display as she opted for a lace bra underneath her plunging shirt

Funky: The star teamed her shirt with classic black cigarette trousers and a headband to pull back her voluminous brunette tresses

Funky: The star teamed her shirt with classic black cigarette trousers and a headband to pull back her voluminous brunette tresses

Flawless: Megan proudly displayed her tanned complexion as she celebrated the launch of her festive campaign, weeks after being crowned the winner of The X Factor: Celebrity

Flawless: Megan proudly displayed her tanned complexion as she celebrated the launch of her festive campaign, weeks after being crowned the winner of The X Factor: Celebrity

Jaw-dropping: The star ensured she was the centre of attention as she headed into the star-studded lingerie launch party

Jaw-dropping: The star ensured she was the centre of attention as she headed into the star-studded launch party

Exciting: She beat tough competition from Jenny Ryan and Max and Harvey to be crowned the winner on The X Factor: Celebrity last month

Exciting: She beat tough competition from Jenny Ryan and Max and Harvey to be crowned the winner on The X Factor: Celebrity last month

Megan beat tough competition from Jenny Ryan and Max and Harvey to be crowned the winner on The X Factor: Celebrity last month, following her awe-inspiring performances of her song This and a rendition of Leona Lewis' One More Sleep. 

After getting through to the second round, Megan performed her own song This which left the judges in awe.

Simon Cowell was full of praise for the reality star as he claimed the singing competition had been a 'redemption' for her, as she had 'worked so hard' during the show.   

Superstar: Simon Cowell was full of praise for the reality star

Iconic: The mogul claimed Megan's appearance on the singing show was a 'redemption' for her

Superstar: Simon Cowell was full of praise for the reality star as he claimed the singing competition had been a 'redemption' for her, as she had 'worked so hard' during the show.

Exciting: Megan was in high spirits as she headed into the launch for her new festive campaign

Exciting: Megan was in high spirits as she headed into the launch for her new festive campaign

Reunited: Megan was also joined by her The X Factor: Celebrity co-stars Samira Mighty and Eyal Booker for the launch

Reunited: Megan was also joined by her The X Factor: Celebrity co-stars Samira Mighty and Eyal Booker for the launch

Fun: The two Love Island stars had joined the group No Love Lost for the ITV show, but were eliminated three weeks before the final

Fun: The two Love Island stars had joined the group No Love Lost for the ITV show, but were eliminated three weeks before the final

Nicole Scherzinger told her: 'Megan my girl, you sang it up tempo and you were epic... for me you have been a front runner all series so I really hope we get to hear you sing again.'

And Louis Walsh couldn't help but gush about his act: 'Megan, the little girl from Essex, you have dreamt of this moment all your life, I know because you told me you watched this show from when you were a child.

'You've proven you're not a one trick pony... you deserve to be in the top three because you are fantastic!'  

Urban chic: Eyal opted for a low-key ensemble which included a simple black hoodie, while Samira flashed her toned abs

Urban chic: Eyal opted for a low-key ensemble which included a simple black hoodie, while Samira flashed her toned abs

TV star: Eyal rose to prominence during his appearance on Love Island last year, but was swiftly eliminated after failing to find love

TV star: Eyal rose to prominence during his appearance on Love Island last year, but was swiftly eliminated after failing to find love

Chic: Samira flashed a hint of her toned abs in a black cropped top with an Angel slogan across the neckline

Chic: Samira flashed a hint of her toned abs in a black cropped top with an Angel slogan across the neckline

Funky: She teamed the top with stand-out zebra-printed trousers and black leather platform boots

Funky: She teamed the top with stand-out zebra-printed trousers and black leather platform boots

Statement: The former West End star pulled her sleek brunette tresses into a high ponytail and finished her look with a black fringed biker jacket

Statement: The former West End star pulled her sleek

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