LOS ANGELES (Hollywood Reporter) – Former supermodel Heidi Klum is stripping down to promote Lifetime's "Project Runway."
While she has yet to sign off on a final image from a shoot held earlier this week, the show's host opted to bare all as part of the promotional campaign for the fashion competition series' ninth season, which will kick off this summer.
The decision was inspired by the cable network's push -- and for that matter, need -- to embrace the contemporary woman.
Since taking the reins a year ago, Lifetime president and general manager Nancy Dubuc has pushed both her programing and her marketing teams to move away from that "women in peril" stereotype that has plagued the one-time ratings champ in recent years.
Instead, her staff has been tasked with finding and celebrating female characters who are brazen, strong, confident and sexy. To hear Dubuc tell it, having Klum show off her model figure is a way of showcasing a woman who has all of those attributes.
Plus, she said with a big smile, "it's Heidi F--in' Klum."
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