The new ad for Britney Spears' latest fragrance Believe shows a Britney almost too beautiful to be true. In a surprising shift from her recent 'bad-girl' look, the singer looks svelte and toned, with a full head of glossy blond hair.

It's a far cry from the shaved head, tantrum-throwing Britney making fashion faux pas that have been tabloid fodder for months. In short, she looks like the Britney of old.

In fact, Britney looks so suspiciously good that fragrance firm Elizabeth Arden have been forced to issue a statement refuting claims they used a body double.

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Britney Spears in her new perfume ad 'Believe'

According to a rep for the fragrance firm, the photo was actually shot earlier this summer.

A spokesperson said "It is true Britney did leave the set; however, she returned after a brief time. We used Cayli (Britney's assistant) as a stand-in so we could set up the lighting while Britney was off the set.

"When Britney returned, we shot the ad. The only person in the national print ad for Britney's Believe Fragrance is Britney Spears".

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When she split from husband Kevin Federline, the troubled singer shaved her head

If that is the case, however, then where are her tattoos? The more likely theory is that the picture dates from 1998 - which would explain the taut stomach with no tell-tale signs of two pregnancies.

As for the new scent, the company describes it as, a "confident expression of optimism and individuality. ... Britney's next fragrance is a reflection of her soul. As she shares her beliefs, we reflect on our own."