Most of us have it, and wear it, so it’s a sector of the fashion industry that tends to do quite well for itself.
The exception is Victoria’s Secret and its failure to connect with the times. Now it’s tanking and to be honest, I’m not upset about it.
Joining Victoria’s Secret on the list of things that I don’t lose any sleep over is celebrity endorsement deals or underwear brands. Celebs are basically high-end influencers. When it comes to promoting commodities, they charge significantly higher rates and more is required from them than a five-minute unboxing video.
But you’re probably here for the photos, so let’s hop on over to The Daily Mail for a list of the top five celebrities making large piles of cash by wearing or designing underwear.
Coming in at number five:
5. Elle Macpherson
Net Worth: £95 million
Known as The Body for her supermodel figure, Elle was the face of a lingerie campaign in 1989. She was replaced by Heidi Klum; but this paved the way for the launch of Elle Macpherson Body in 2016. The idea behind it was to design supportive sporty lingerie that still looked sexy.
‘I wanted to make underwear that says you can be beautiful, strong, sexy, sporty and cool, and also be comfortable,’ Elle, 56, said.
4. Heidi Klum
Net Worth: £120 million
Known as one of the fixtures on the Victoria’s Secret catwalk, American-German supermodel Heidi, 46, soon came up with her own line. She christened it Heidi Klum Intimates.
The brand is now one of the highest-profiting lingerie lines out there.
3. David Beckham
Net Worth: £339 million
45-year-old David has put his name to the likes of H&M, Calvin Klein and M&S for their men’s underwear campaigns.
His first collab was in 2012 with H&M, claiming at the time that he would ‘like this to be as big as Calvin Klein in underwear’.
2. Kim Kardashian
Net Worth: £350 million
Other than perfume and other clothing items, Kim, 39, has a shapewear brand, launched in 2019. It was christened Kimono – which was subsequently blasted for being culturally offensive due to the kimono’s place in Japanese culture.
She re-branded it Skims and re-launched three months later, with the designs making around £2 million in the first few minutes.
The onus of the brand also focuses on providing shapewear for all skin tones.
Net Worth: £468 million
Rihanna is having a good week. She’s slowly working her way up the list of Britain’s wealthiest musicians and is also in the top spot for lingerie.
Rihanna, 32, has parked her music career of late to focus on her fashion range, including her lingerie line, Savage X Fenty. Only two years old it has raked in more than £120 million.
‘I want to see it on a curvy girl with thighs and a little bit of booty and hips,’ she has said of the brand – purposely including shapes for women of all sizes.
If you want a look at the top 10 underwear moguls, head here.
Now, on with your day.
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