When you picture Gisele Bündchen, you most likely think of long legs, tan skin and sultry lingerie or bikini photo shoots.
The supermodel, philanthropist and mom is used to baring it all for the cameras — but in her most recent lingerie campaign, she’s doing the exact opposite.
In a photo shoot for Intimissimi, Bündchen is featured alongside fashion blogger and model Chiara Ferragni — fully dressed. The Italian lingerie brand recently launched a new campaign called “Empowered Women,” which aims to remind women that it’s what’s on the inside that counts.
Despite the cliché, Bündchen admits it’s a message she can get behind.
“Sensuality to me comes from inner confidence and feeling good about who you are,” Bündchen told InStyle. “It feels more intimate. You leave so much to the imagination. It leaves you wondering what kind of underwear this type of woman would wear? I think there is something so sensual and beautiful about the mystery of not seeing the underwear.”
The released images feature the models in neutral-toned silk daywear, with a photo of a lingerie item shot separately. This inverted attempt at selling lingerie without actually showing the model in it is a clever attempt to refocus on empowering women.
“A woman who lives her truth and is confident, who can be loving, strong, and kind at the same time,” Bundchen said. “They all are unique and incredible women who are examples of empowered women living their truth.”
While this style of campaign is a change for the bikini model, it’s message isn’t far from Bündchen’s own truth. She says that some of her favourite intimates are simple pieces that make her feel confident.
“It depends on my mood and the occasion, but I usually like wearing organic cotton every day and lace for special occasions,” admitted the model.
As for the Intimissimi campaign, she says its message hits home for her as a woman, model and a mother. The campaign inspires reflection, something Bündchen works on daily.
“I believe our greatest challenge is to know ourselves. I want to keep working on myself and be the best mirror I can possibly be for my kids,” she said.
The project is a continuation of Intimissimi’s “Inside and Out” campaign that previously featured Irina Shayk, Dakota Johnson and Ana Ivanović.