Supermodels and lingerie collections seem to go hand-in-hand. Supermodel Elle Macpherson was the first to think of it when she started her Elle Macpherson Intimates line in 1990.
Brazilian supermodel Gisele Bündchen launched her Brazilian Intimates lingerie last year to considerable controversy over TV commercials that contained "discriminatory content against women." The ads urged women: "You're a Brazilian woman -- use your charm" to get out of incidents like crashing the car or maxing out a husband's credit cards.
But Israeli supermodel Bar Refaeli has an equally novel idea for getting all eyes focused on her new more practical underwear line. She scores points by wearing one of her bras and a pair of panties -- and swinging a racquet -- on the tennis courts to promote her line called simply, "Under Me."
Bar, who used to be a lacy racy Victoria’s Secret lingerie model, explains her utilitarian concept: "The philosophy is that underwear should complement your body, not steal the show.”
"It was appealing to me to do a line of underwear from the fabric I like with the basic, comfy design I always look for, as well as underwear that can actually be delivered to your door," she said.
The underwear, which also has a men's component, includes black and white cotton bras, knickers, briefs and vests in soft cotton and is described as "a new label of underwear for men and women, designed to simply fit."
What a novel idea.