In the past decade stars have been taking some pretty sexy side hustle jobs to make the cash flow into their already deep pockets.
One of the most lucrative is modeling lingerie for big brands, sometimes even their own.
Think of Kim Kardashian for SKIMS, a brand she founded and is now worth over $3billion. Then there is Rihanna’s Savage x Fenty line that is also a blockbuster.
Jennifer Lopez has been working for Italian lingerie brand Intimissimi for several years. Heidi Klum and her daughter Leni have also posed for the company.
Padma Lakshmi has created her own line of alluring underthings for Bare Necessities.
Hailey Bieber, who is now heavily pregnant with her first child with husband Justin Bieber, has worked for years with massive lingerie brand Victoria’s Secret.
Here is a look at the superstars who have stripped down to flash the flesh for big paydays.
KIM KARDASHIAN FOR SKIMS
Kim Kardashian has made a fortune with her $3B SKIMS brand. And often she has modeled the lingerie herself.
In 2022, Kim shocked the world when she hired some of the most famous models in the supermodel game to wear SKIMS.
The ex of Kanye West presented the new faces for the lingerie brand: Heidi Klum, Alessandra Ambrosio, Candice Swanepoel and Tyra Banks all made the cut. Three of these models have already been working for over 20 years.
‘It doesn’t get more iconic than this,’ the copy on the social media photos read.
Kim’s angels: Kim Kardashian recruited a crop of supermodels for her SKIMS campaign. The billionaire (center) is seen here with Candice Swanepoel, Tyra Banks, Heidi Klum and Alessandra Ambrosio
The best of the best: The catwalk icons all star in the new ads for her shapewear brand
Kim is seen in a more recent post for SKIMS in this gray bra and panties with a beige robe
Kim selected all four household names to star in the campaign showcasing the models’ strength, energy, and everlasting allure with imagery that reflects the group’s enduring legacies, it was shared in a Monday morning press release.
After the first batch of photos were shared, more were seen with Kim included.
‘OK so I wasn’t supposed to be in this @SKIMS campaign but I stopped by and jumped in because it was too iconic. Introducing Tyra, Heidi, Alessandra and Candice wearing our signature SKIMS Fits Everybody collection,’ wrote Kim in her Instagram caption.
JENNIFER LOPEZ FOR INTIMISSIMI
Jennifer Lopez showed off her fantastic figure in a new campaign for Italian intimates and loungewear brand, Intimissimi, in April.
The Bronx-born native had her hair back as she was seen in the Silky Intimates Collection.
‘It feels like silk but is made of this incredibly durable fabric that molds to your body like a second skin,’ said the reportedly estranged wife of Ben Affleck. ‘I always look for quality fabrications and superior comfortable fit,’ added the This Is Me… Now singer.
‘Intimissimi’s New Silky Intimates is a perfect collection – it’s classic in style and the fabrics are luxe,’ added Lopez.
‘It’s so important to feel comfortable and empowered in the pieces that are closest to your skin, and this collection does just that… And as always it’s absolutely gorgeous.’
Jennifer Lopez showed off her fantastic figure in a campaign for Italian intimates and loungewear brand, Intimissimi, in April
The Bronx-born native had her hair back as she was seen in the Silky Intimates Collection
‘It feels like silk but is made of this incredibly durable fabric that molds to your body like a second skin,’ said the wife of Ben Affleck
JLo has been the brand ambassador for the company for two years.
The new collection features six pieces crafted with the brand’s signature ultralight microfiber. ‘Designed in Italy and hand-crafted by lingerie artisans, these lightweight undergarments redefine comfort and style for everyday wear,’ said a press release.
The campaign is all about ’empowerment,’ the company shared. ‘Under the creative direction of Riccardo Ruini, alongside the creative vision of director Jacob Bixenman and the lens of photographer Norman Jean Roy, the campaign artfully captures Lopez who embodies the essence of the product wearing our sophisticated lingerie and moving sinuously through shiny silk drapes,’ the release said.
‘A visually striking image is created by the interplay between the lightness and softness of the microfiber and the shininess and luxuriousness of the silk.’
‘I always look for quality fabrications and superior comfortable fit. Intimissimi’s New Silky Intimates is a perfect collection – it’s classic in style and the fabrics are luxe,’ added Lopez
The star flashed her tattoo for Ben Affleck
PADMA LAKSHMI FOR BARE NECESSESITES
Padma Lakshmi has posed for her Padma X Bare Necessities line.
The 53-year-old Top Chef veteran was showing off her incredible figure in the new ads that were released to DailyMail.com in mid June along with an interview about what makes her feel sexy.
‘I’ve always wanted to do a lingerie line,’ the TV star – who talked about her ‘sexual peak’ recently – shared. ‘I’ve spent a lot of my modeling life wearing different types of lingerie, and it’s hard to find something that’s comfortable but still pretty, she added after going from a 34C bra size to 36DD.
The former Vogue model said she thought it would be a good opportunity to do this with Bare Necessities because she can serve ‘a variety of customers’ of all body types.
Lakshmi said that bras in larger cup sizes were not always attractive in the past, but hers are prettier.
‘I hope this collection makes you not only look good but feel good,’ she noted. ‘I hope that my selection is versatile and makes women feel not only like they have something pretty and special on, but that it’s functional.’
Padma Lakshmi has debuted her Padma X Bare Necessities line. The 53-year-old Top Chef veteran was showing off her incredible figure in the new ad that was released to DailyMail.com
‘I’ve always wanted to do a lingerie line,’ the TV star shared. ‘I’ve spent a lot of my modeling life wearing different types of lingerie, and it’s hard to find something that’s comfortable but still pretty.’ The former fashion model said she thought it would be a good opportunity to do this with Bare Necessities because she can serve a variety of customers of all body types
And she wants voluptuous women to feel safe.
‘I hope that everybody enjoys the lingerie, but I designed it for women who might be a little more well-endowed,’ she noted.
The ex of 76-year-old Salman Rushdie has embraced the changes to her body since she crossed 50.
‘As I have aged, I’ve found that my breasts have gotten bigger, and if you have a bigger bust, often you don’t get enough coverage,’ the Taste The Nation star added.
The star noted that she recently went from a 34C bra size to 36DD, which she said she ‘wasn’t prepared for.’
‘So, I wanted something that would look pretty, but give the support that a woman with a larger bust needs, without looking matronly. We also have things like a beautiful bikini that look great on women with smaller busts.’
Lakshmi said that bras in larger cup sizes were not always attractive. But hers are prettier
‘I hope this collection makes you not only look good but feel good,’ she noted. ‘I hope that my selection is versatile and makes women feel not only like they have something pretty and special on, but that it’s functional’
HEIDI KLUM AND LENI KLUM FOR INTIMISSIMI
Heidi Klum and her daughter Leni Klum posed in beige lingerie for Italian intimates brand Intimissimi in May.
In the images, the 51-year-old veteran and her 20-year-old mini-me wore lace and satin bras and undies.
They posed side by side as they showed off their abs.
This comes almost two years after they first modeled lingerie together. ‘Like mother and daughter. Every woman has a special place in her heart for her favorite lingerie,’ read the caption of a still picture of the pair.
But they were slammed for modeling undies together as some found in inappropriate.
Heidi and Leni seemed to ignore the negative push back.
Heidi Klum and her daughter Leni Klum posed in beige lingerie for Italian intimates brand Intimissimi in May
Leni is the daughter of Vogue model Heidi and her businessman ex Flavio Briatore, 73.
Leni grew up in Los Angeles while Flavio was based in London so they did not see each other.
TMZ first reported in 2018 that Leni and Flavio had reconnected with the help of her parents. Now it seems as if they see each other now and then.
Leni’s siblings are Lou, 14, Johan, 17, and Henry, 18, whose father is musician Seal, 60. Seal adopted Leni in 2009 and they have stayed close to this day.
In the new images, the 51-year-old veteran and her 20-year-old mini-me wore lace and satin bras and undies
They posed side by side as they showed off their abs; Heidi had her hair down with bangs
Heidi is now happily married to Tokio Hotel guitarist Tom Kaulitz.
Leni has been very successful in modeling already. She has done campaigns for Dior and already landed her own magazine covers.
HAILEY BIEBER FOR VICTORIA’S SECRET
In March Hailey Bieber set pulses racing in a promotional photo for Victoria’s Secret that was shared on her Instagram account.
The 27-year-old fashion industry personality donned a multicolored bra that exposed her sculpted midsection and toned arms as she posed for the snap.
The pregnant wife of Justin Bieber also sported a matching bottom that showcased her impressively chiseled legs.
Bieber completed her look for the photoshoot with a pair of high-heeled shoes, and her gorgeous brunette hair contrasted perfectly with the light tones of her undergarments.
Hailey Bieber set pulses racing in a promotional photo for Victoria’s Secret that was shared on her Instagram account in March
RIHANNA FOR FENTY
Rihanna has made quite the impression in her lingerie line Savage X Fenty.
The Barbados-born star was sizzling in a light purple bra with a tank top and micro shorts in an Instagram post in April.
The 36-year-old hitmaker struck sultry poses in bed with purple logo sheets while promoting her line’s new Signature Script collection.
And the crooner also snacked on a box of French fries with ketchup as she enjoyed a comfortable day in a hotel room as she looked over her room-service bill.
The Grammy Award-winning singer – who was recently spotted during a rare outing with her son RZA – born Robyn Rihanna Fenty, displayed her numerous tattoos as well for the fun clip.
Rihanna made quite the impression in a promotional video for her lingerie line Savage X Fenty
The Barbados-born star was sizzling in a light purple bra with a tank top and micro shorts in an Instagram post
The 36-year-old hitmaker struck sultry poses in bed with purple logo sheets while promoting her line’s new Signature Script collection
DITA VON TEESE FOR PLAYFUL PROMISES
Burlesque icon Dita Von Teese showed off her incredible figure as she modelled racy lace lingerie from her latest Playful Promises collection in April.
The beauty, 51, looked show-stopping in a sexy black set, which included suspenders and stockings, while posing outside on a staircase.
Dita added a dramatic semi-sheer long blue cover-up, boasting eye-catching feathered cuffed sleeves.
In another picture, the model slipped into a blue version of the lingerie and pulled on a pair of lace fingerless gloves.
Dita styled her dark tresses in a neat 50s curled do and added a swipe of pillar box red lipstick.
Burlesque icon Dita Von Teese showed off her incredible figure as she modelled racy lace lingerie from her latest Playful Promises collection
It recently emerged that Dita was selling her iconic French stockings which are worn, laddered and snagged for an eyewatering £100 ($114) on Depop.
The sizzling burlesque star has set up her account to sell off some of her old show bras, saucy outfits and glamourous costumes.
Listing the second-hand fully fashioned French heel seamed nylon stockings over nine months ago, just two people have saved the 1950s accessory to their baskets.
Sharing four different images, Dita – whose birth name is Heather Sweet – admitted that while they have seen the world of glitz and glamour, they have seen better days.
Alongside her listing, she penned: ‘A pair of Dita’s own fully fashioned French heel seamed nylon stockings.
The beauty, 51, looked show-stopping in a sexy black set, which included suspenders and stockings, while posing outside on a staircase
‘These are the stockings she wears for lingerie campaign photo shoots and in real life, not to mention on the Paris runways! We have several of these pairs of stockings available, as they are worn often.
‘Runs and/or snags are likely present, as these are set aside once they have flaws. They may have been worn once, or a dozen times!
‘These have Dita’s brand stamp, and they are made on the same exact machines, in the same way that authentic #1950s stockings were made. A great bit of #Burlesque and #pinup history for any collector!
She has sold over 8,300 items on the second-hand clothes website and is keen to clean out her seemingly never-ending wardrobe.
GABRIELLE UNION FOR KNIX
Gabrielle Union was named the newest Brand Ambassador for intimate and apparel brand Knix in March.
Knix debuted this partnership with their new campaign and tagline Knix for Life.
‘I’m proud to be working with a brand like Knix,’ said the 51-year-old Bring It On actress who has also starred in the classic 1990s teen films She’s All That and 10 Things I Hate About You.
‘Their mission to inspire people to live unapologetically free, at any age and any stage is what resonated with me most.
‘Because when I stopped caring about what everyone else thought, and leaned into what I thought – that’s when I felt empowered and free.’
Union not only has a busy career but she also has a family: Gabrielle is wed to basketball star Dwyane Wade since 2014 and together they have child Kaavia, aged five.
Gabrielle Union has been named the newest Brand Ambassador for intimate and apparel brand Knix. Knix debuted this partnership with their new campaign and tagline Knix for Life
‘I’m proud to be working with a brand like Knix,’ said the 51-year-old Bring It On actress who has also starred in the classic 1990s teen films She’s All That and 10 Things I Hate About You
‘Their mission to inspire people to live unapologetically free, at any age and any stage is what resonated with me most,’ she added
Union becomes the brand’s second Global Brand Ambassador and the first since their $400M acquisition by Essity in September 2022.
Since then the brand has experienced double-digit profitable growth and surpassed numerous milestones including over 3 million customers.
‘Gabrielle is known for using her voice to challenge the status quo’ explains Knix Founder & President Joanna Griffiths.
‘This is what Knix was built on – pushing boundaries to ensure everyone in our community feels seen, represented and empowered.’