The supermodel, 26, appears in a series of campaign images wearing only a simple white bra and underwear set – while playing tennis.
“The philosophy is that underwear should complement your body, not steal the show,” Refaeli explained.
Described as “a new label of underwear for men and women, designed to simply fit,” the Under Me range reportedly comprises black and white cotton bras, briefs and vests in soft cotton.
“It was appealing to me to do a line of underwear from the fabric I like with the basic, comfy design I always look for, as well as underwear that can actually be delivered to your door,” said Refaeli, who follows in the footsteps of fellow supermodels and lingerie designers Elle Macpherson and Gisele Bundchen.
No doubt Refaeli is banking on the success of Macpherson in particular, who has been in the business of lingerie for 21 years.
"Can you believe that?!” Macpherson told marie claire Australia last year. “I don't know how this brand keeps going and going!"
With any luck, Refaeli’s new line of underwear will do the same - both on and off the courts.
Top image courtesy of Getty Images. Middle and bottom images courtesy of Under Me.