Maria Tutaia has really let her hair down for a glamorous new photoshoot.

The Silver Fern shooting ace sports a tousled look posing in sexy underwear to promote a new Kiwi ethical hair product.

"On court Maria is a warrior who you wouldn't want to mess with so we thought it would be nice to show her softer side," stylist and makeup artist Eithne Curran said. "She wanted to explore new ways of showing her beauty and strength but still in a sweet way."

READ MORE: Are Israel Folau and Maria Tutaia an item?

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Tutaia - who was this week rumoured to be romantically linked to Wallabies star Israel Folau - is becoming no stranger to glamour.

She caused a sensation last year when she appeared in a photoshoot on Auckland's Piha Beach, where she posed in several outfits from the Kay Goss lingerie label.

Female fans going to the Splore music festival at Auckland's Tapapakanga Park next weekend will have the opportunity to try out a look just like Tutaia's.

Curran and her team are debuting a DIY luxe hair bar service at the venue, next to the showers.