The 34-year-old model posed in Sheffield's Debenhams store, dressed in a revealing grey and white basque with purple trim.
Brunette ambition: Nell McAndrew shows off her dark locks at the launch of the new Ultimo range
Meanwhile, Nell's friends revealed that there was no particular reason for the new image, she 'just fancied a change'.
One friend said: 'She hasn't had a change like this for a long time - I'm not sure whether she's been a brunette since her Lara Croft days.
'But she just fancied a change and she's really pleased with it.
The model looked stunning in a revealing grey-and-white basque
'I think this new look combined with the gorgeous underwear would have made her feel quite sexy today - and it showed, she was a little mischievous.'
The mother-of-one was in Sheffield to promote the opening of underwear shop Ultimo.
The former I'm A Celebrity star said: 'I'm delighted to launch the new Ultimo store here in Sheffield.
'I absolutely adore Ultimo lingerie and I'm sure the women of Sheffield will feel the same way.
Before: A blonde Nell shows off her sculpted physique in the latest range for Adore Moi earlier this month
'Ultimo designs are so sexy and stylish, every women should have a least one set in their underwear drawer.'
One shopper Liam Potter, 32, said: 'She's still got it and I think she looks beautiful as a brunette. 'She has a really great body.'
Michelle Mone, creator of Ultimo, said: 'I am thrilled to launch Ultimo's 12th 'shop in shop' and to offer women the chance to experience Ultimo in an exciting new environment, where they can be properly fitted and advised on lingerie solutions.
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