Rachel Zoe is bizarrely buttoned-up in outerwear as she strikes a pose in new shapewear campaign

Rachel Zoe is bizarrely buttoned-up in outerwear as she strikes a pose in new shapewear campaign

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UPDATED:

23:42 GMT, 8 October 2012

Rachel Zoe has partnered with underwear label Jockey on a new shapewear range for women.

However the super-skinny stylist looks markedly out of place in ads promoting the line, as she poses alongside lingerie models dressed in a heavy buttoned-up jacket and black trousers.

The accompanying tag line reads 'New shapewear from Jockey, major curves ahead'.

Rachel Zoe shapewear: The new line for Jockey, which starts at $10, includes tanks, shorts, slips and briefs that aim to be comfortable and slimming, made with soft cotton-spandex

Rachel Zoe shapewear: The new line for Jockey, which starts at $10, includes tanks, shorts, slips and briefs that aim to be comfortable and slimming, made with soft cotton-spandex

The new lingerie collection,
which starts at $10, includes tanks, shorts, slips and briefs that aim
to be comfortable and slimming, made with soft cotton-spandex.

While the 41-year-old didn't do any actual
designing, Ms Zoe is endorsing the three-panel line for Jockey, described as
'cotton-rich comfort meets all-day curve control.'

The first item from the line, the
Skimmies Slipshort retailing for $20, is now available on Jockey.com,
with the entire collection, which starts at $10 hitting brick-and-mortar
retailers such as Macy’s on October 17th.

'I’m proud to support Jockey’s new initiatives in shapewear and intimates,' she said in a statement.

Eye-catching: The new ads feature the strapline 'amazing style starts with what is underneath'

Eye-catching: The new ads feature the strapline 'amazing style starts with what is underneath'

Rachel Zoe has a new fashion venture!

Rachel Zoe has a new fashion venture!

Figure flattering: The first item from the line, the Skimmies Slipshort, $20, is now available on Jockey.com

'Style
starts from within, and having the right foundation is critical to the
ultimate success of your outfit. I love marrying comfort with style, and
this new collection by Jockey does just that.'

The celebrity stylist-turned-designer
stars in the underwear ads herself, appearing on billboards in Los
Angeles and New York with the tag line 'New Shapewear from Jockey, Major
Curves Ahead.'

Pushing her celebrity endorsement,
the Jockey ad see Ms Zoe styling a fashion
shoot, where the imagery will be featured on bus
stop kiosks in Chicago, and an online initiative will see a
consumer contest on Jockey.com to win an invitation to the Jockey-Zoe
party in Los Angeles.

Under the label ‘Preferred by Rachel Zoe,’ Jockey hopes to reach a more fashion-forward audience.