First look: Supermodel Bar Refaeli's new underwear range, hot on the heels of rival Gisele
In the world of supermodels designing your own underwear range is almost as common as swigging champagne and wearing size 6 jeans.
But Israeli model Bar Refaeli's collection, which has been in the pipeline for more than a year, has a subtle difference.
Where her contempories focus on showing off their wonderful figures, the 26-year-old showed her range will be a lot less about her and a lot more about comfort.
Simplemodel: Bar Refaeli shows off first image of her underwear collection on her personal Twitter account
Releasing the first picture yesterday on her own personal Twitter account Bar showed off a pair of black briefs and plain T-shirt, or as it's known 'super soft cotton tee'.
Under.me has not publicised any of its other designs but from the look of it's website, which just shows Bar playing tennis in underwear, the collection will be all about simple sexiness.
Bar, who is an occasional actress, is known for her modeling work but her relationship with actor Leonardo DiCaprio also helped catapult her into the limelight.
Designed to fit: It is also thought the range will be mid-price and be classically elegant
Perhaps Bar is hoping her range will be as successful as fellow supermodel Gisele Bndchen, whose Brazilian Intimates range has proved popular in Latin America, Portugal, Japan, and Israel and now further expansion is expected.
Like Gisele, Bar – who is currently the face of French lingerie firm Passionata – is set to be modelling the line herself.
It has been reported that the mid-priced line, will comprise of basic items aimed at consumers between the ages of 25 and 45.
Statuesque: Gisele premiered her extravagent lingerie range last year and is now planning global expansion
Israeli-born Refaeli said: 'The Under.me philosophy is that underwear should complement your body, not steal the show.
'It was appealing to me to do a line of underwear from the fabric I like with the basic, comfy design I always look for, as well as underwear that can actually be delivered to your door.'
Australian model Elle Macpherson was first to try her hand at underwear design back in 1990.
Her Elle Macpherson Intimates range is now available globally at stores across Europe, America, Australia and the Gulf States, although she is yet to penetrate fashion's most lucrative new market, China.
Effortless chic: Bar Refaeli has a simple but stunning style, pictured in Paris last week