Nothing against beautiful underwear. There is also nothing to be said against lace underwear that puts women's bodies in the limelight. The fact that sophisticated lingerie looks particularly good on attractive young women and that advertising intended to sell lingerie therefore focuses on attractive young women – a gift.
Julia Schaaf
Editor in the "Life" section of the Frankfurter Allgemeine Sonntagszeitung.
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When, in addition, models have recently been flaunting lace panties that are approaching 50, i.e. when middle-aged women pose in front of the camera with their chests and bellies tucked out just like their younger colleagues, this can be welcomed, if not as progress, then at least as a sign of diversity. Even if most women at this age, especially if they have given birth to children and breastfed, look different.
The woman has fans and enemies
There is basically nothing to be said against the Intimissimi brand, for which Heidi Klum and her daughter Leni are now presenting underwear on billboards and advertising pillars for the third time. The average woman, no matter what age, can buy comfortable everyday underwear from the Italian company or experiment with extravagance. The parts are affordable, the quality is okay.
And Heidi Klum – well, this woman has fans and enemies. Her success as a businesswoman, however, especially on the other side of the Atlantic, should command respect even from Heidi haters. When this consummate professional confidently introduces his offspring to the business, the jump-start is only more visible compared to all the other nepo babies that cavort in the fashion industry.
In addition to the mother, the daughter becomes a child
Whether mothers and their adult daughters should be friends, one can have different attitudes. For some, a relationship at eye level means leveling the roles inscribed in the generational structure and pretending to be "besties". Others consider a minimum of taboos and demarcation to be healthy. Regardless, demonstrative closeness between the big and the little Klum, hand in hand, can make other mothers jealous. Hopefully, everyone knows and understands the pride in their own daughter.
Nevertheless, Intimissimi's new campaign remains disturbing. Leni Klum just turned 19. With the older woman next to her, she looks much younger: more Lolita than adult. Moreover, the mere presence of the mother makes a young woman – a child. Sorry, Heidi, just before Mother's Day: But if you don't protect your child from lustful glances, but serve it almost naked on the presentation plate, you're making yourself a puff mother.