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Pamela Anderson for Missguided SS16Photography Arvida Byström

Pamela Anderson poses for Arvida Byström in new shoot

The actress and former Baywatch star is shot by the Dazed 100 artist for Missguided’s SS16 campaign

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.