The 20-year-old daughter of the rock veteran is the latest from La Familigia Stewart to model for the brand which famously dumped his wife Penny Stewart in favour of ex-wife Rachel Hunter.
Jewel in the crown: Model Ruby Stewart incurred rocker dad Rod's disapproval but that's sure to have faded after seeing these stunning pictures of his 20-year-old daughter modelling for Ultimo lingerie
But despite the row, ambitious Ruby Stewart, the fourth of his seven children, is understood to have approached Ultimo and asked to follow in the footsteps of Penny, Rachel and big sister Kimberly.
Ruby reportedly has a £100,000 deal to model Ultimo's diffusion range for cut-price supermarket Asda range.
And apparently a furious Rod, once he'd got wind of his precocious daughter's plans, ordered work to stop - but she had already completed one of four shoots.
Disapproval: Dad Rod reportedly tried to stop the £100,000 deal from going ahead but fortunately, he was unable to
However, looking at the pictures,it appears Rod may have been a little hasty.
It is not the first time Stewart has had a stand-off with Ultimo's boss, Michelle Mone.
When the firm dumped his wife Penny Lancaster in favour of his ex-wife Rachel Hunter in 2004, he called Mrs Mone a "manipulative cow".
She is the third of the Stewart women to model for the lingerie brand - this time for a diffusion range for Asda
A source said: "Apparently he decided he was going to make Ruby concentrate on her musical career, but Michelle is in no doubt it's because of her involvement with Ultimo."
However Mrs Mone confirmed that Ruby had been signed but said she was doing her last shoot.
More's the pity!
Model Ruby also recently shot a campaign for Laura Ashley Archive and is also working on her music career
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