Forget Heidi Klum.

Take your eyes off Gisele Bundchen.

Why bother with Patrice Hollis?

When lingerie line Agent Provocateur was looking for a new face - or, well, body - for its ad campaign, it went in an unconventional direction: quality actress Maggie Gyllenhaal.

"Maggie is not an obvious sex symbol," said Serena Rees, co-founder of Agent Provocateur. "She is interesting looking, confident and beautiful in a way that is non-threatening, which makes her appealing to men and women alike."

We can't argue with that, as Gyllenhaal replaces supermodel Kate Moss as Provocateur spokesmodel.

Based on this photo, the company made the right choice. Take a look, Kim Kardashian, this is how you do sexy instead of trashy:

This pic of Maggie Gyllenhaal is almost enough to make us not care about Holly Madison nude. You're a lucky man, Peter Sarsgaard.