Heidi Klum may have gone a step too far in her latest ad campaign, in which she and her daughter Lenie20, posed side by side in lingerie for the Intimissimi brand.

The 50-year-old wore a matching maroon set for the occasion, while the younger model was dressed in black floral lace in a new photo shared by the Italian luxury brand, which described the new ‘powerful, stylish collection’ as a combination of ” family, fashion, (and) femininity.”

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Leni also shared a few slides from their photoshoot on social media, leaving many feeling unsettled by the intimate images.

“Very strange doing this with your mother,” read one comment, while another said: “This is a bit weird.”

“This feels really wrong… stop taking lingerie shots with your mom!!!” a third person wrote, adding that it was “creepy.”

Under another post from the brand, which showed Klum and her daughter joyfully filming each other with a vintage camera, someone else agreed that the whole thing was “really weird and inappropriate.”

“Mother and daughter film each other (sic) in lingerie?!!!” they wondered. “What is this????😳😳😳😳.”

However, many people also came to the couple’s defense, with one writing: “Two beautiful ladies! I can’t imagine why anyone would be critical of this. People have been modeling underwear for ages. ❤️🌻.”

It’s not the first time the two have modeled together for the brand, but the intimate video, which to many seemed like it was filmed between partners rather than between a parent and child, was “incredibly disturbing” by comparison fans.

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