Heidi Klum and her daughter Leni Klum have been advertising for the Italian lingerie label Intimissimi for the past two years.Picture: keystone
In 2022, Heidi Klum graced Intimissimi posters for the first time with her daughter Leni. Two years later, her mother Erna is also on board.
31.10.2024, 14:2231.10.2024, 16:11
Ricarda Heil / t-online
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Heidi Klum and her daughter Leni Klum have been advertising for the Italian lingerie label Intimissimi for the past two years. At the start of their new advertising campaign in October 2022, there was a lot of criticism at first.
Some fans were irritated that the daughter and the mother were pretending to be in their underwear. “This is weird,” someone wrote about a video about the campaign. “Am I the only one who likes to see a mother and daughter dancing around half naked?” asked another user. You can see the photos from back then again here.
“Beauty is not a matter of age”
That was two years ago now. Heidi and Leni Klum are still adorning the posters of the lingerie label. But now another Klum joins him: Erna, Heidi’s mother and Leni’s grandmother. This time, however, not in underwear, but in “soft
Heidi, Erna and Leni are standing next to each other, nestled close together. The 80 year old is placed in the middle. Heidi is on her right side, resting her head on her mother’s shoulder. Leni stands in front of her grandmother hugging her from behind. All three of them wear long-sleeved shirts in three different colors.
With the campaign, Initimissimi wants to show that “beauty is not a question of age” and “how deep is the emotional connection between the three generations of Klum.” The campaign images can be seen across Germany from 31 October.
By the way, all three were taken by Rankin. The star photographer has been a close friend of Heidi Klum for many years and can be seen regularly on “Germany’s Next Model”. Thomas Hayo, as well as a long-time and good friend of the model, was responsible for the creative direction.
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Time.News Interview: Celebrating Generational Beauty with Heidi Klum and Family
Editor: Welcome to Time.News! Today, we have the pleasure of speaking with Dr. Lisa Bennett, a cultural anthropologist specializing in fashion and media representation. Recently, the renowned model and TV host Heidi Klum, along with her daughter Leni Klum and mother Erna Klum, launched a new campaign for the Italian lingerie label Intimissimi. The campaign emphasizes that “beauty is not a question of age.” Thank you for joining us, Dr. Bennett.
Dr. Bennett: Thank you for having me! It’s an exciting topic to delve into.
Editor: This campaign features Heidi, Leni, and Erna together, highlighting their familial bond. What do you think about showcasing multiple generations in a fashion campaign?
Dr. Bennett: It’s a brilliant move! This campaign is significant because it challenges the stereotypical age norms in the fashion and beauty industries. By featuring three generations of women, the Klums not only celebrate familial love but also broaden the narrative of beauty. It draws attention to how beauty can transcend age and societal expectations.
Editor: There was some initial backlash when Heidi and Leni first appeared in their underwear for Intimissimi. Given the mixed reactions, how do you think societal perceptions of beauty and family dynamics are evolving in campaigns like this?
Dr. Bennett: Absolutely, and it’s important to note the cultural context. Initially, some viewers were taken aback by the mother-daughter duo in such settings. However, as conversations around body positivity and authentic representation evolve, audiences are becoming more accepting of diverse portrayals of family and relationships. This progression highlights an increasing awareness of the plurality of beauty, an idea that is beautifully embodied in this campaign.
Editor: Speaking of progress, the new campaign shows Erna Klum, Heidi’s mother, in a more demure outfit. How does her inclusion contribute to the campaign’s message?
Dr. Bennett: Erna’s presence is pivotal! It not only reinforces the theme of generational beauty but also emphasizes emotional connections within families. By positioning her in the middle, it symbolizes the strength of maternal bonds across generations. Intimissimi aims to convey that beauty is not limited to youth—it can flourish at every age. This shift in representation helps dismantle the notion that older women should be invisible in fashion.
Editor: The images were captured by renowned photographer Rankin. How essential do you think the role of a creative director or photographer is in shaping the narrative of such campaigns?
Dr. Bennett: The role of a photographer is crucial! Rankin’s expertise in portraying raw emotions and strong narratives can elevate the campaign’s message. A good photographer like Rankin adds depth, making the images not just visually appealing but also resonant with the audience on a personal level. It’s about capturing authentic moments that reflect real relationships, thus fostering deeper connections with viewers.
Editor: what message do you think this campaign sends to consumers, especially younger audiences?
Dr. Bennett: The overarching message is one of inclusivity and authenticity. For younger audiences, it sends a powerful affirmation that they should embrace their identity at every stage of life. It encourages them to value their connections with family and to view beauty as something that evolves rather than fades. This campaign’s reaffirmation of diverse beauty standards can inspire future generations to reject narrow definitions of beauty and celebrate their uniqueness.
Editor: Thank you, Dr. Bennett, for your insights on this fascinating campaign. It’s inspiring to see how fashion can intersect with family and cultural narratives.
Dr. Bennett: My pleasure! I look forward to seeing how these representations continue to evolve in the future.