With the growing number of celebrities launching their own lingerie ranges, there’s one USP they’re all locking on to: being the body of the brand. It’s not enough to be the brains of their own collection and to promote it, more are modelling the items too.

From Rihanna and Kim Kardashian to Heidi Klum and Jennifer Lopez, we look at the stars happy to bare almost all in the name of business…

Jennifer Lopez

With a stunning figure, there’s no better model to flaunt her range with Intimissimi than JLo herself. ‘Introducing my Intimissimi This Is Me… Now collection,’ she proudly said. The Jenny From The Block singer, 56, was announced as the Italian brand’s global ambassador for their spring/summer 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 company explained, ‘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.’

Rihanna

Since launching her game-changing label Savage X Fenty in 2018, Riri has been more than happy to pose in her favourite pieces. ‘We want you to feel sexy and have fun doing it,’ she said. And the fashion and music star, 37, certainly proves a point, looking sexy and confident in the undies, which she created to be all inclusive and diverse. ‘It’s all me as the muse. It’s all me that like, behind everything,’ she said. ‘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.’ She added, ‘I want to see it on a curvy girl with thighs and a little bit of booty and hips.’ Just like Riri herself.

Kim Kardashian

Kim created her inclusive shapewear and swimwear company Skims with two partners in 2019, which is now worth over $4 billion. As the brand’s co-founder and creative director as well as their biggest individual shareholder, she remains a public face of the company and actively promotes its products. Kim, 44, loves the range, which offers ten skin tones and sizes from XXS to 4X. It was inspired by a gap in the market of shapewear for women of all shapes and skin tones. ‘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 doesn’t plan to feature prominently in the brand’s campaigns in years to come. ‘I understand that maybe in my 50s, I’m not going to be wanting to pose in my underwear,’ she said.

Hailey Bieber

When she announced that she would be partnering with Victoria’s Secret for their Collective campaign in 2021, Hailey – who’s married to singer Justin Bieber – took centre stage, modelling a variety of sets of silky underwear which she had a hand in designing. ‘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. Hailey, 28, joined other high-profile stars like Priyanka Chopra, former Big Breakfast and The Word presenter Amanda de Cadenet and world champion free skier Eileen Gu for the diversity campaign. ‘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!’ she added.

Heidi Klum 

Supermodel Heidi is more than happy to be in the spotlight for her range with Intimissimi, even flaunting her near-naked figure alongside her eldest daughter Leni. ‘I’ve always been very open with my body,’ Heidi said of her body confidence. ‘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, brushed off the backlash of posing with her child, saying, ‘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.’

Maura Higgins

When she signed up to partner with Ann Summers, Love Island star Maura was more than happy to strip down to promote the line of sexy, sheer lingerie. The Irish star, 34, has been the brand’s ambassador since 2019, and showed off her first curated items in the range – including lacy bodysuits and lace and satin sets – in 2021, where she modelled a selection of the steamy ensembles. ‘When picking my edit, I went for styles that make me feel very empowered and sexy which is important for women. We mixed it up a lot, and I’m so, so happy with it,’ she said. The following years saw Maura debuting a St Patrick’s Day-inspired sets, ‘fanny flutter’ pyjamas and of course, sexy bra and knicker pairings.

Sydney Sweeney

Reports that Sydney Sweeney is planning to launch her own lingerie line ‘very soon’ has got fans excited. The star of Euphoria and The White Lotus, 27, is said to have gotten $1million backing from Amazon billionaire founder Jeff Bezos and his new wife Lauren Sanchez for her range. ‘This has been a huge project for her and something she’s been working on for the last year,’ an insider said.
While details of her upcoming underwear range have yet to be revealed, we can expect Sydney to front some of the collection herself, having done so in the past. For her previous foray into fashion, a collaboration with Frankies Bikinis in 2023, which the brand called ‘the sexiest ever’, the actress showed off the pieces. ‘We really wanted to make pieces that, when worn, make you feel like your most romantic and sexy self,’ she said.

IMAGES: Intimissimi, Frankie’s Bikinis, Savage X Fenty, Skims, Victoria’s Secret, Ann Summers