Heidi Klum and her daughter Leni have already caused a stir with their underwear campaign for the Italian fashion label “Intimissimi”. Now Grandma Erna joins the team and shows that beauty knows no age limit.
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+++ Update, October 31, 2024 +++
A few new posts by Grandma Erna
Finally it’s here, the first photo of the new “Intimissimi” advertising campaign. And it unites three generations of Klum: Heidi Klum cuddles up with Erna’s mom, who is standing in the middle. Granddaughter Leni lovingly holds grandmother’s hand. Everyone is wearing a light, long-sleeved cashmere sweater, with the lingerie discreetly visible behind it.
The company says: “The campaign once again demonstrates the cross-generational diversity and versatility of Intimissimi.” This is the first time Erna, who is 80 years old, has modeled with her daughter and granddaughter – and she impressively proves that beauty is not a question of age. From today, October 31, 2024, the pictures of Heidi, Leni and Erna Klum will be shown in a campaign across Germany.
Heidi Klum has already expressed this special job coup in an Instagram video. When asked what was coming next week, Erna revealed: “New posters with the three of us! Leni, mom, grandma!”
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Model Erna, Heidi and Leni Klum together in lingerie
The two are getting super cute as they share a rare video together. No wonder, after all, it’s a sensation! Because three generations will be represented in the new “Intimissimi” campaign, which can be seen next week. GNTM boss and mom Erna Klum proudly announced this on Instagram.
Although Heidi and daughter Leni Klum are regularly in front of the camera, modeling is still quite new territory for mother Erna. Similarly, the Italian lingerie brand “Intimissimi” is still an uncommon term for the 80-year-old – at least as far as the correct pronunciation is concerned.
But Heidi Klum supports her mother and encourages her with praise: “You always say it so beautifully!” And indeed: with a little practice, Erna Klum manages to pronounce the brand name correctly.
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Mother-daughter shoot in lingerie
Repeat offenders: Heidi Klum and her daughter Leni appeared in front of the camera again wearing fine lingerie for the “Intimissimi” lingerie brand.© Intimissimi
In his live stream, which Heidi Klum gave on her Instagram account on Tuesday morning (October 15, 2024), she already sent out the news: “The new campaign with Leni and I just came out.”
Heidi and Leni Klum’s Instagram posts about the new collaboration with the Italian lingerie brand Intimissimi were already online for about ten hours. What both Instagram channels have in common: There are three pictures and a video in the post where the mother and daughter show themselves in fine underwear. In the first picture they are both shown together, in the video on the last slide they are both running around with movie cameras and posing lasciviously to each other - after all, the campaign slogan is ”The Art of Italian Film “.
The two pictures between the first slide and the last slide are different: Heidi Klum has two solo shots of her, and her daughter has two solo shots of Leni Klum (1.8 million followers).
The hot photos were taken by starphotographer Rankin
The photos were taken by star photographer Rankin, who is well known from GNTM and is currently filming the 20th season in Munich. Heidi and Leni Klum can be seen wearing elegant lace styles in delicate nude, dark burgundy or classic black. And to see great joy: “Leni and I had so much fun on the set with Rankin, Thomas Hayo and the whole team,” said Heidi Klum. Hayo, also a good friend of Heidi Klum, was responsible for the campaign as creative director.
This is the third major mother-daughter session for the lingerie brand. And like the first two, the latest one too met with a great response within a very short span of time.
The comments function has been turned off on Heidi Klum’s Instagram channel. Not so on Leni’s side. And then the likes (over 100,000 in 20 hours) and the comments were accumulated. And as with previous campaigns, opinions varied.
Heidi Klum: “For me it’s a positive thing”
Along with many enthusiastic messages (“Wonderful family”, “Your boyfriend must be the happiest person on the entire planet”, “Beautiful, wonderful”), there were also individual critical voices.
Mother and daughter must have known that there would be another commotion after the photos. It is unlikely that Heidi Klum’s attitude towards this has changed compared to May 2023. At the time, when fans asked her how she responded to negative comments, she said the following:
I am very proud that my daughter even wanted to do this campaign with me. That she is not ashamed of her own skin in front of her own mother and vice versa.
“For me it’s a positive and there’s nothing negative, so we’re not ashamed of each other. I love the campaign and we’re two strong women and we can definitely show that.” They did that - again.
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Essages from fans, there are also critics who question the appropriateness of a lingerie campaign featuring three generations of women. However, Heidi Klum has a positive outlook on the collaboration, stating, ”For me it’s a positive thing. It shows that beauty and confidence can transcend age.” She believes that the campaign celebrates femininity in all its forms and encourages women to embrace their bodies, regardless of age.
The Klum trio’s unique participation in the Intimissimi campaign is not just a marketing strategy but a statement about beauty norms and the evolving perception of women in fashion. The imagery aims to convey that every woman, whether a grandmother, mother, or daughter, deserves to feel beautiful and empowered.
With the launch of this campaign on October 31, 2024, Intimissimi is sure to spark conversations about diversity and age representation in the fashion industry, while Klum’s family partnership is likely to resonate with many for its relatability and charm. The Klum women are set to prove that glamour is timeless and that every generation can celebrate their allure together.