Leni Klum is everywhere. You’ve seen the posters at the train station, the Instagram clips, and the glossy magazine covers. But honestly, most of the noise around Leni Klum lingerie isn't even about the clothes. It’s about the fact that she’s doing it next to her mother, the legendary Heidi Klum. People have a lot of feelings about that. Some call it "empowering," while others on Reddit and Twitter just find it "weird" or "cringe."
But if you actually look at what's happening with her career in 2026, there is a lot more to the story than just a controversial ad campaign. Leni isn't just "Heidi’s daughter" anymore. She has carved out a massive niche in the intimates world that combines high-fashion Italian heritage with a very modern, Gen Z focus on comfort.
The Intimissimi Partnership: More Than Just a Photoshoot
The core of the Leni Klum lingerie conversation usually starts and ends with Intimissimi. This isn't a one-off deal. It’s a multi-year partnership that began back in October 2022 and has only ramped up since. The brand, which is part of the Calzedonia Group, pivoted its entire "Art of Italian Lingerie" platform to focus on the bond between these two.
The 2024 and 2025 campaigns took things a step further. We saw the Fall-Winter collection where they used vintage cameras to film each other, and then the 2024 Holiday campaign where they were literally singing "O Tannenbaum" in matching red silk. It's theatrical. It’s designed to get a reaction. And boy, does it work.
While the internet argues about whether it’s "inappropriate" for a mother and daughter to pose in lace together, the sales numbers tell a different story. Intimissimi is booming. The "Leni" sets—usually featuring the Elena balconette or the Lara triangle bra—constantly sell out. Why? Because they aren't actually that "racy" when you see them on a rack. They’re basic, high-quality lace designed for everyday wear. Leni herself often describes the "Basic" collection as her favorite because it’s "clean, comfy, and classy."
Dealing with the "Nepo Baby" Label and the Backlash
Leni is refreshingly blunt about her status. She told People back in 2022 that she knows she got a head start. "It’s just a fact. My parents are famous," she said. But she also pointed out that she’s the one doing the twelve-hour days on set and traveling alone for shoots.
The backlash to the lingerie ads hasn't slowed her down. In her March 2025 Glamour Germany cover story, she basically shrugged off the critics. She called a lot of the comments "sexist" and "misogynistic," noting that she tries not to focus on the negative. Interestingly, she joked that since most of the meanest comments are in German, she doesn't always understand them anyway. That's one way to protect your peace.
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Heidi has been her biggest defender, too. In interviews as recent as late 2025, Heidi reminded everyone that she’s European. To her, the body isn't something to be ashamed of. She’s been sunbathing topless in the backyard since Leni was a baby. In that context, a lingerie shoot is just work. It’s art.
The "About You" Collection: Leni's Own Vision
If you want to see what Leni Klum actually likes when her mom isn't in the frame, look at her About You collaboration. This is where she shows her true colors as a creator.
Unlike the ultra-curated Italian elegance of Intimissimi, her Leni Klum x About You line is much more "street." It’s oversized hoodies mixed with delicate bralettes. Most importantly, she pushed for a diverse size range. She’s been vocal about how frustrating it is that some high-fashion brands don't cater to different body types. Her collection reflects that, offering pieces that feel more like "loungewear" than "lingerie."
- Focus on Microfiber: A lot of her personal picks involve microfiber instead of heavy lace.
- The "Peek-a-Boo" Style: She loves styling a lace bra under an oversized blazer.
- Inclusive Sizing: Her line with About You was one of the first "influencer" drops to actually deliver on its promise of being for everyone.
What's Next for the Klum Empire?
As we move through 2026, Leni is balancing a lot. She’s still a student in New York City studying interior design, which she says has been a dream since she was 14. She isn't just a face; she’s someone interested in the structure of things.
She’s also moving into more solo work. While the Intimissimi ads with Heidi are the ones that go viral, Leni has been fronting campaigns for Dior Beauty and walking for Dolce & Gabbana on her own. She’s proving that while her name got her in the door, her work ethic is what’s keeping the lights on.
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The "Klum Lingerie" brand is essentially a masterclass in modern marketing. They took a "taboo" and turned it into a global talking point. Whether you think it’s weird or you think it’s fashion, you’re talking about it. And in the world of retail, that’s a win.
Actionable Insights for Following the Trend:
- Look for the "Elena" Bra: If you want the Leni look, this is the specific Intimissimi model she wears most often. It’s a semi-padded balconette that offers a natural lift without looking like "armor."
- Prioritize Silk and Microfiber: Leni’s latest 2025/2026 campaigns emphasize these materials over scratchy lace. It’s all about the "second skin" feel.
- Don't Fear the Mix: Take a cue from her About You styling—mix your "intimates" with "outwear." A silk camisole or a lace bralette under a structured jacket is the Leni Klum signature.
- Ignore the Noise: If you like the aesthetic, buy it. The controversy is mostly just background noise for a brand that is actually making very solid, wearable products.