Jennifer Hawkins in selfie-inspired underwear campaign

It was once used only by people travelling alone who didn’t trust a stranger to hold their camera, but now the self-portrait or ‘selfie’ has become the photography angle of choice for snap-happy social media users.

10:29AM, Aug 15

Underwear brand Lovable has tapped into the trend by launching a colourful new range and accompanying ad campaign titled 'Take selfies with besties', featuring their long-time ambassador Jennifer Hawkins.

In the images, which see J-Hawk and her co-star rocking enough different hair colours to make Katy Perry lime-green with envy, Jen's arm disappears out the side of the frame, to create the illusion she's, well, taking a selfie with her bestie.

The shots are vibrant and fun, but we might just point out that since the shot is taken from further away than a normal self-portrait, it makes Jen look like she has a freakishly long robotic arm. Don’t you think?

If you feel like getting your selfie on with your bestie and winning some new underwear for your efforts, you can submit your shots in the competition on the Lovable Facebook page.

Is the selfies with besties campaign on-trend or tacky? Let us know what you think on Facebook or Twitter.

In pictures: celebrity selfies