The 21-year-old Welsh singer, who featured alongside Joe McElderry, Olly Murs and Stacey Solomon on the 2009 series of the show, models the 'Loved By' range from British lingerie company Hannah Dulcie.
In the shots, Jones can be seen lying on a bed in a teasingly thin bra and nonchalantly posing in a vibrant floral design.
She has previously modelled for a Wonderbra campaign, telling fans afterwards: "I was terrified. I'm not going to lie. I had to stand there in my pants and a bra.
"You can't be a rabbit in a headlights with something like that. You've just got to go for it."
Jones caught the attention of X Factor judges Simon Cowell, Cheryl Cole, Dannii Minogue and Louis Walsh during her series with an emotional audition of Whitney Houston's 'I Will Always Love You'.
The then-18-year-old progressed to the live rounds, where she was mentored by Minogue.
She was controversially eliminated in week five over Jedward when Cowell took the judges' vote to deadlock.
Watch Lucie Jones sing 'I Will Always Love You' on X Factor below: