Blonde hair, tanned skin, broad shoulders - just who is the new celebrity ambassador for Jockey Women?

Jockey Underwear posted a photo of their new ambassador on their Facebook page on Thursday, but there's a catch -- the photo is from behind.

Many people have been taking a guess on Facebook with several suggesting it is Black Sticks player and Richie McCaw's fiance, Gemma Flynn.

Others have suggested it is Matilda Rice, the winner of the first The Bachelor NZ, and girlfriend of fitness fanatic Art Green.

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The Bachelor NZ first season runnerup Dani Robinson and actress Kim Crossman were also suggested.

A Jockey Underwear spokeswoman was tightlipped about the celebrity's identity when contacted by the Herald, saying all would be revealed this Tuesday.