Battle of 'The Body': Heidi Klum strips down to racy and lacy lingerie in new campaign for underwear line that replaces Elle Macpherson's Intimates range

By Alicia Vrajlal and Marni Dixit and Penelope Kilby for Daily Mail Australia

Published: 19:09 EST, 13 January 2015 | Updated: 01:51 EST, 14 January 2015

She's the new face of Bendon's latest range, after Elle Macpherson's Intimates line was rebranded as Heidi Klum Intimates.

And 41-year-old Heidi Klum certainly gets up close and intimate with the camera in the revamped brand's new campaign shoot. 

Leaving very little to the imagination, the German model proves she has the ultimate body in an array of risqué lingerie. 

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Red hot: Heidi Klum is the new face of Bendon's latest range, after Elle Macpherson's intimates line was rebranded as Heidi Klum Intimates and she certainly turns up the heat in the new campaign shoot

Red hot: Heidi Klum is the new face of Bendon's latest range, after Elle Macpherson's intimates line was rebranded as Heidi Klum Intimates and she certainly turns up the heat in the new campaign shoot

Sporting a lacy red bra and matching briefs, the blonde beauty's toned stomach and cleavage is on show for all to see in the photo shoot. 

Embellished with soft bow ties and an intricate laced rim, Heidi's red hot underwear is teamed with a pair of racy suspenders and sheer stockings. 

In one shot she places one hand on her left leg while the other simply rests by her side. 

Adding to her blonde bombshell look, her tousled tresses slightly cover her face and her pout is painted a picture perfect pink. 

Working it: Going on to trade scarlet for a softer hue, Heidi dons a dark grey bra, its two cups boosting her cleavage and featuring hot pink straps embellished with pretty bows 

Working it: Going on to trade scarlet for a softer hue, Heidi dons a dark grey bra, its two cups boosting her cleavage and featuring hot pink straps embellished with pretty bows 

Going on to trade scarlet for a softer hue, Heidi dons a dark grey bra, its two cups boosting her cleavage and featuring hot pink straps embellished with pretty bows.

Sitting side-on for the frame, Heidi teases viewers with a glimpse of her sheer laced underwear. 

Her incredibly toned legs are on show, with a pair of sleek black stilettos finishing off her look. 

Ready for her closeup, Heidi also gives the camera a sultry stare in another shot as she sports a baby pink coloured bra. 

Blonde bombshell: Ready for her closeup, Heidi also gives the camera a sultry stare in another shot as she sports a baby pink coloured bra 

Blonde bombshell: Ready for her closeup, Heidi also gives the camera a sultry stare in another shot as she sports a baby pink coloured bra 

Matching her soft lipstick, the pastel number features lace detail across each cup as well as the thin straps adding a racier touch. 

Holding onto her locks with her right hand, the green-eyed stunner proves she's a natural in front of the camera. 

The campaign shot in LA by famed photographer and longtime collaborator, Rankin, is a significant one in the model’s career as it marks her return to lingerie after a five year hiatus. 

In a statement given to Daily Mail Australia the German model said: 'It was so exciting to shoot the first ever Heidi Klum Intimates campaign with Rankin'.

Goodbye: Elle Macpherson (left) created her range 25 years ago and has enjoyed much success with the brand, however Bendon felt they needed a more popular name like Heidi (right) to take them into the US and European markets
Goodbye: Elle Macpherson (left) created her range 25 years ago and has enjoyed much success with the brand, however Bendon felt they needed a more popular name like Heidi (right) to take them into the US and European markets

Goodbye: Elle Macpherson (left) created her range 25 years ago and has enjoyed much success with the brand, however Bendon felt they needed a more popular name like Heidi (right) to take them into the US and European markets

'I’ve always loved modeling lingerie and it was fun to get back in front of the camera wearing beautiful pieces. I can’t wait for the collection to arrive in stores in January.'   

Bendon, the company behind the underwear label, will be launching the revamped brand at Bondi Icebergs, in Elle's native Sydney, on Australia Day. 

The New Zealand based company is hoping Heidi's popularity will create expansion into the US and European markets, something it seems they were unable to do with Elle.

Elle created her successful brand, including Macpherson Men, The Body and the intimates range, 25 years ago.

Bendon CEO, Justin Davis-Rice said fresh designs and active publicity were important in growing the company. 

Australian launch: Heidi will launch her intimates range in Sydney on Australia Day

Australian launch: Heidi will launch her intimates range in Sydney on Australia Day

'Elle has been a great partner to Bendon, however it’s time to take the brand to even greater heights, and Heidi is perfectly positioned to do just that.' 

According to Women's Wear Daily, Heidi said she hoped people would be happy with the move also adding: 'It wasn't me knocking at the door saying I want to take over. It was offered to me.' 

Davis-Rice told the publication he expects the brand to grow immediately by at least $25 million, with the Project Runway host's new appointment helping increase retail orders by 25 per cent.

He also added the company didn't need anyone else other than Heidi, calling her a 'global brand'.  

In another statement given to Daily Mail Australia the German beauty said her new role with the company is 'incredibly exciting.'

Re-branding: In a surprise announcement last year, it was revealed Elle Macpherson's iconic intimates line would be re-branded as Heidi Klum Intimates

Re-branding: In a surprise announcement last year, it was revealed Elle Macpherson's iconic intimates line would be re-branded as Heidi Klum Intimates

'In addition to spending a majority of my career modeling lingerie, I am also a woman whose body has changed over the years,' she said.

'I am a mother of four children so I genuinely understand the importance of finding the right lingerie! I want women everywhere to feel sexy, empowered and confident in my collection every time they wear it.'  

The split means Elle will keep the naming rights to her three underwear labels, but Bendon has ownership of the designs, meaning she can choose to continue the longevity of her famous brand away from partner.

Proud: Elle is proud of her range and will be able to continue with another brand in the future

Proud: Elle is proud of her range and will be able to continue with another brand in the future

According to The Daily Telegraph, Elle said at the time: 'I am relocating to the US with my family and I’m excited about energising the further growth of the brands in the US market.'

Adding: 'I am very proud of the Elle Macpherson Intimates, The Body and Macpherson Men brands which I created and nurtured for the past 25 years.'

Heidi will embark on a promotional tour starting in Australia and continuing in New Zealand, England and America.

Elle's Instagram account for her range has remained active, and currently has over 2,000 more followers than Heidi's intimates' account. 

Promoting the brand: Heidi will embark on a tour for Bendon starting in Australia and continuing in New Zealand, England and America

Promoting the brand: Heidi will embark on a tour for Bendon starting in Australia and continuing in New Zealand, England and America

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