When I watch Heidi Klum and her 18-year-old daughter Leni in their new lingerie campaign – hugging, kissing, singing and dancing in beautiful knickers and bras – I think: “Wow! They both look fantastic!”
But it seems I am one of only a handful of women who does. Because a lot more find the promotion ”weird”, “inappropriate”, “suggestive” and even “incestuous”.
Very liberal-minded, feminist-thinking women, like my friend Ulrika Jonsson, feel the advert is “deeply disturbing”.
While journalist Anna Murphy writes: “The pair seem to be engaged in not so much an act of sorority as of seduction.”
Women are always being criticised for showing off their confidence in their bodies.
But when I watch the ad, I see a mum and her daughter working together for a brand. They know each other and feel safe. I see two generations advertising female clothing – and helping women feel good about themselves.
My daughter sees me in my underwear all the time. She knows I’m comfortable in my body and am not ashamed for her to see it. Many women of my generation grew up never, ever seeing our mothers in their underwear.
And I never, ever discussed my body with my mum. We didn’t even have a conversation when I started my periods. The female body has been a taboo for many generations.
Misogyny dictated that a woman who showed off her body and her sexiness was “less intelligent” or “inappropriate”. Men controlled the narrative for way too long.
Now, most women accept that our bodies have been “weaponised” and “politicised”. And yet many are still uncomfortable about seeing others embracing their bodies.
Heidi and Leni are not targeting men with their advert, but sending a message to other women about owning their sexiness.
I like to show off my body on my social media – but not to receive validation from men. I do it to inspire, motivate and encourage other women to connect with their bodies and feel sexy.
It’s an effort as you get older, have kids and go through the menopause. I lost touch with my femininity after all of the above. But finding nice underwear was a huge step in rediscovering my self-respect and self-love. Why would I not want to share that message?
What I find interesting is that some women who think the Klums’ campaign is “seedy” are happy for their own daughters to go out wearing next to nothing.
Yes, it’s their choice – but I am a huge believer in dressing for the occasion. The clothes I wear on a girls’ night out, for example, are not the same as those I’d wear to visit my mum. So I’m helping my daughter to navigate the dress code.
Would I do a lingerie ad with her if she was 18? Hell yes! Because I want her to celebrate her body confidence and, maybe one day, pass that on to her children.
But would I wear my knickers and bra to work and encourage her to do the same? Are you mad? Have you seen how cold it is out there?
