Pamela Anderson poses for Arvida Byström in new shoot

Vote for Arvida Byström in the Dazed 100 here.

For its SS16 campaign, womenswear label Missguided enlisted something of a dream team: perennial pin-up Pamela Anderson and photographer-slash-artist Arvida Byström.

Byström shoots the actress and former Baywatch star in the brand’s latest range of swimwear, bodysuits and Bardot dresses for a series of hyper-saturated images. She poses sensuously under her own name spelt out in sequinned letters, lying on a bed of pink dollar bills and on a heart-shaped fur rug of the same colour. It’s kitsch in the best possible way.

According to the label, the campaign was shot by an all-female team and “shows all sides of Pam – the iconic sex symbol, the real woman behind the pin-up persona and her beliefs as a strong, successful empowered female.” 

Female empowerment is a theme that features heavily in the work of Byström, which confronts issues of sexuality, body image and gender inequality. “Why are all naked, especially cis or non-cis female bodies labelled under sex? A body has to be able to be a body without being sex,” she said in a recent roundtable on censorship. 

But this isn’t Anderson’s only modelling outing of late – last year, she starred in Alexander Wang’s Do Something campaign and Vivienne Westwood’s Save The Arctic campaign, proving the enduring appeal of Pam-An. Her 18-year-old son, Dylan Lee, has also done some modelling recently, posing for Hedi Slimane for a series of black and white images posted to his photographic blog.

Head to the gallery above to see the full campaign.