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With every celebrity and their BFF’s dog launching a lingerie range these days, there’s one unmistakable selling point they’re all showing off (and sometimes nearly all of): being the body of the brand. Apparently, designing, marketing, and making squillions isn’t enough – stars also want to strut their stuff in the skivvies. From Rihanna and Kim Kardashian to Hailey Bieber and Jennifer Lopez, we’re peeling back the covers on celebs who are oh-so-happy to bare (almost) all for the good of business…
Sydney Sweeney
Rumours that Sydney Sweeney is about to drop her own lingerie line ‘very soon’ have whipped fans into a frenzy – and got them ready to run to the underwear aisle). The star of Euphoria and The White Lotus, 27, is reportedly rolling in a cool $1 million from Amazon Tycoon Jeff Bezos and his other half Lauren Sanchez. ‘This has been a huge project for her and something she’s been working on for the last year,’ an insider spilled. No word yet on what her upcoming collection might look like, but given Sydney’s history of showing off her own designs, expect to see her front and centre (and probably side, back, and top) when it drops. Remember her Frankies Bikinis collab in 2023 ('the sexiest ever')? She modelled it all herself. ‘We really wanted to make pieces that, when worn, make you feel like your most romantic and sexy self,’ she said. Mission: extremely possible.
Kim Kardashian
kim at the met gala in 2019 ©Neilson Barnard/Getty Images
Kim’s business instincts are sharper than her cheekbones, launching Skims in 2019 with two pals – and it’s now worth more than $4 billion. Kim, 44, is co-founder, creative director, major shareholder, and still finds time to play underwear model-in-chief. The shapewear comes in ten skin tones, sizes XXS to 4X, inspired by the ‘big gap’ Kim found in the market. ‘It’s just a part of me. I take it really personally. It started off of my body and my shapes, and it’s very vulnerable,’ she explained. She does, however, foresee retiring from undie shoots one day: ‘I understand that maybe in my 50s, I’m not going to be wanting to pose in my underwear.’ But for now? The camera loves Kim – and Kim loves that camera.
Hailey Bieber
When Hailey joined Victoria’s Secret’s VS Collective in 2021, she made it clear she was both brains and (barely covered) bod. ‘I am so happy to announce that I am joining the Victoria’s Secret VS Collective – a platform for strong women to use their voice in an authentic way,’ she said – then proceeded to use her body in some authentic, very silky lingerie. At 28, she joined a squad of power women like Priyanka Chopra and world champion free skier Eileen Gu. ‘I look forward to helping create positive change as part of the VS Collective. Looking forward to partnering with VS on this journey and all to come!’ Anything that lets Hailey rock those matching sets is a yes from us.
Jennifer Lopez
If you’ve got it, announce it on Instagram – and that’s just what JLo did with her latest Intimissimi collab. ‘Introducing my Intimissimi This Is Me… Now collection,’ she told us, as if anyone was looking anywhere else. The dazzling superstar, 56, became Intimissimi’s global ambassador for the 2023 campaign. ‘I’m proud to be an Intimissimi woman and honoured that they view me as someone who emulates their own qualities of confident, lively and strong,’ JLo said. The brand chimed in: ‘Today’s women are savvy and successful and role models. They inspire us to work hard and follow our dreams. Lopez is the ultimate ambassador for Intimissimi as she brings a strong and modern sexiness to the brand and communicates their core values.’ Jenny from the Block? More like Jenny from the boudoir.
Rihanna
rihanna at the CFDA Fashion Awards in 2014 ©Getty Images: Andrew H. Walker/WireImage
Since she launched her Savage X Fenty label in 2018, Riri has been more than happy to play peekaboo to flog her faves. ‘We want you to feel sexy and have fun doing it,’ she declared – so please, feel free to have lots of fun shopping. The music and fashion queen, 37, is basically living her best undie life in her inclusive, diverse creations. ‘It’s all me as the muse. It’s all me that like, behind everything,’ she explained. ‘The looks are sexy. They’re edgy. They’re fun. They’re flirty. They’re playful. They’re savage and they’re going to make you feel that way. They’re going to make you feel confident.’ Also, she added she wants to see her work ‘on a curvy girl with thighs and a little bit of booty and hips.’ Spoiler: Riri checks every box on that list.
Heidi Klum
Supermodel Heidi is the boss of her own Intimissimi range and apparently also the boss of ignoring clothing altogether. She’s even posed nearly nude with her eldest daughter Leni. ‘I’ve always been very open with my body,’ Heidi explained (as if we didn’t have eyes). ‘When I’m suntanning in the backyard, I might not have a top on. I’m European. My kids don’t know me any other way and are probably more easygoing with their bodies because of it.’ Heidi, 52, had zero time for negative comments online: ‘I’m proud of my daughter. She’s fine with me like that.’ Leni, 21, added, ‘Working with my mum again was great. Even though it’s primarily work, we always have so much fun together.’ Who knew laundry day in the Klum household was so lively?
Maura Higgins
Love Island’s Maura Higgins was more than happy to ditch her clothes to become Ann Summers’ spokesmodel in 2019. Since then, the Irish stunner, 34, has curated (and modelled) lacy bodysuits, lace-and-satin sets, and anything else likely to have your delivery man blushing. ‘When picking my edit, I went for styles that make me feel very empowered and sexy which is important for women,’ she explained. Highlights in her Ann Summers tenure? St Patrick’s Day-inspired sets, ‘fanny flutter’ pyjamas, and enough sexy bra-and-knicker pairings to make Cupid faint.