The Liverpudlian WAG looks absolutely stunning in her campaign pictures, showcasing her fab collection which boasts plunging one-pieces, sexy bikinis and figure-flattering printed cover-ups.
Reveal caught up with Coleen to discuss her latest designs, along with her tips for feeling body confident on the beach and the summer beauty buys she can't live without...
What can we expect from your new high summer line?
"I've got lots of different styles because not every shape fits every body, so I've got tankinis, halterneck styles and different bottoms. There's tribal prints and animal prints, and it's just a fun, comfortable and wearable collection. When I was doing the shoot I felt really good and confident in them. To go with the bikinis and swimsuits I've got cover-ups - I love the zebra one with the fringes [above], it's really on-trend. You can mix and match the bikinis which is good, and some are reversible so you get two looks in one."
That's good because then you can pack light!
"Yes, although I'm not very good at packing!"
Which shapes will flatter which figures?
"I always like a full bikini bottom, but not one with too high a waist because I've got a little body, so it can shorten me sometimes. Then I like a halterneck top because it supports me well. But I think slimmer girls suit tighter bikinis and simple shapes. People who aren't confident or comfortable in a bikini can wear a tankini, they give really good support too. There's something for every shape."
Out of all the styles, which do you think will be the biggest seller?
"One of my favourites is the black and white bikini with the red beads. The beads really pop out and the shape is really nice on me. But I don't know, I couldn't really say one will sell better than another, hopefully they'll all sell. They're just as good as each other!"
What are your tops tips for feeling body confident on the beach?
"Before I go away I always try to be a bit healthier with my diet. I go to the gym more, and I exfoliate and moisturise before going on holiday. It's important to wear shapes that suit your body so you feel good, and to buy bikinis with good support. Then you've just got to relax and have fun, you're on holiday after all!"
Do you try to watch what you eat when you're on holiday, or do you just forget about it?
"The first few days I'll try to be good, but it's a treat to be on holiday so I don't diet. I tend to just relax and enjoy it. I go on holiday with the kids a lot so they're my main focus."
Do you feel self-conscious in your bikini, or are you quite confident?
"I am a confident person but I do have hang-ups. I'll wish my legs were a bit longer or that I'd lost a bit more weight off certain parts of my body. But then I just think, this is me, there's nothing I can do about it!"
Do you like to fake tan before you go on your hols?
"No, I did one time and I found I didn't end up tanning as well naturally as I usually do! I'm quite lucky because my skin does tan quite quickly and I tend to get a nice colour."
Finally, what are your beach bag essentials?
"I always carry sun cream, and I like Kérastase Soleil Micro-Voile Protecteur, £15.60, for my hair. Then Elizabeth Arden Eight Hour Cream Skin Protectant, £26, as well as wipes and nappies! [Laughs] I also carry my camera and phone, but beauty-wise I'm quite simple. At night I'll put on a bit of mascara and lipgloss but I don't wear any make-up on the beach."
Coleen's swimwear line is available in sizes 8-20 and 32A-38DD - with prices ranging from £17-£74 - at Littlewoods.com.
What do you think of Coleen's new collection? Let us know by commenting below as the best comment across the site each week wins £50!
Got an iPad or iPhone? Reveal Mag is specially designed to fit!