Emily Ratajkowski Wants You To Wear Her New Underwear Collection To The Supermarket

If you thought running to the supermarket in sloppy pjs and Crocs was a daring fashion move, then take a peek at Emily Ratajkowski’s latest fashion project. The model turned actress turned designer shot the look book for Inamorata Woman, her new underwear-meets-bodywear label, at – you guessed it! – a supermarket in Brooklyn. In one image, Ratajkowski is posing in front of a misted fridge full of sodas and energy drinks, delicately holding a churro while wearing a pair of burgundy French-cut briefs and a skimpy bra. In another, she is pouting atop an ice-cream freezer in a cobalt blue lace bra and knicker set. Perhaps the raciest photo of them all captures Ratajkowski dressed in nothing more than a hiked-up sporty thong and a cropped tank top, throwing up a no-cameras-please hand gesture, as if the paparazzi were hot on her trail.

It’s undoubtedly an odd setting for a lingerie campaign. So what gives? “I was trying to evoke the feeling of a confident girl who wears her bathing suit all day and how that attitude would translate when you’re not at the beach. I asked myself: How exactly does that feeling fit into our lives?” she says. “Ultimately it is about underwear that you have on around the house and then wear out to get coffee.”

Comprised of 47 pieces that run the gamut of loungewear for the after-party (Think, a spaghetti-strap black slip that Posh Spice would have worn circa 1996) and the most functional, itty-bitty basics (high-waisted ribbed thongs in classic white, black, and burgundy), Inamorata Woman borrows from the sleek, ’90s aesthetic of the swimwear collection Ratajkowski launched last year. Indeed, images of Jennifer Lopez and Jennifer Aniston from that era featured heavily on her mood board.

Working with her partner and high school friend fashion consultant Kat Mendenhall, Ratajkowski also drew on memories of lazy days spent at the beach as a teenager. “We are both from San Diego though we have lived in New York City for a long time,” says Ratajkowksi. “I always want something that feels really good or comfortable, but isn’t high maintenance.” And given that everything in the collection is priced between £14 and £42, there’ll be enough left in the budget to buy groceries at the supermarket.