Bar Refaeli Launches Underwear Label

Bar Rafaeli models the Under.me soft cotton long tee.

The new label of underwear for men and women has been ‘designed to simply fit.’

A teaser website page is already up, along with individual Twitter and Facebook profiles.

This week, Refaeli published the first image from the debut collection on Twitter, depicting herself modelling the 'under.me soft cotton long tee.'

This is not the model’s first foray into the underwear sector. She has been the face and body of lingerie brand Passionata for the past few seasons.

By launching her new brand, Refaeli will be following in the footsteps of models including Caprice and Elle Macpherson, who number among a series of models to start up their own lingerie label.