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Heidi Klum and her daughter Leni appeared together in an Intimissimi lingerie campaign announced on October 10, 2022. The brand presented the shoot as a celebration of confidence and support between women; its release drew both criticism and praise, while Leni later said she was happy with the photos and enjoyed working with her mother.
What the October 2022 campaign showed
Intimissimi announced Heidi and Leni Klum as brand ambassadors on October 10, 2022. The company said the campaign and its accompanying television spot were produced in Los Angeles under creative director Thomas Hayo and would be viewable from that date. The campaign featured the mother and daughter in lingerie, including bras and underwear, according to contemporaneous coverage.
Intimissimi described its intended message as self-confidence, joy, love between women, and support between mothers and daughters. That is the brand’s own positioning for the campaign, rather than evidence of how audiences experienced it. Intimissimi’s announcement introduced the pair as ambassadors; the announcement alone does not establish the present status of their relationship with the brand.
Why the shoot prompted debate
After the launch, coverage reported contrasting responses. Some social-media commenters described a mother and daughter modeling lingerie together as strange or uncomfortable. Others defended the campaign and said they saw nothing wrong with it. These are examples reported in news coverage, not the results of a representative poll, so they cannot establish how widely either view was held. The Independent’s October 13, 2022 report captured both sides of the reaction.
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The disagreement was about the context of the shoot: critics objected to seeing a mother and daughter together in lingerie, while supporters accepted the campaign’s framing of confidence and family support. Neither set of comments, by itself, proves the campaign’s broader social impact.
What Leni Klum said about the campaign
In November 2022, The Independent reported Leni’s remarks from an interview with Page Six. She said she had not looked at many reactions and avoided reading online criticism. She also said she was pleased with the campaign and enjoyed the day working with her mother:
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“I am overall happy with the campaign and I had an amazing day with my mom. I think the photos turned out great, and we had an amazing time.”
That describes Leni’s own view of the shoot and her experience making it; it does not settle the disagreement among commenters. The Independent’s November 2, 2022 report attributed the comments to her Page Six interview.
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The later campaign moment in May 2023
In May 2023, the Los Angeles Times reported another campaign image featuring Heidi and Leni in lingerie, along with renewed criticism and defense of the shoot. The article described Leni as 18 at that time. This was a later moment in the campaign’s coverage; it does not establish whether the partnership continued afterward. The Los Angeles Times report documented the renewed discussion.
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The dated reporting documents the campaign launch, Intimissimi’s stated message, contrasting reactions, Leni’s response, and another campaign image reported in May 2023. It does not establish the current status of the Klums’ relationship with Intimissimi, current campaign creative, or current product availability. The coverage identifies the product category as Intimissimi lingerie, but does not verify exact garment model names or that the campaign pieces are available through any particular retailer.
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