Heidi Klum celebrates his 52nd birthday with a hot Calzedonia campaign!
Hollywood Hills, USA - Heidi Klum celebrated her 52nd birthday on June 1, 2025 and caused a sensation with a new advertising campaign for Calzedonia. The recordings took place in a villa in the Hollywood Hills, where Klum posed in various outfits, including a bright purple and a striking leom pattern. These optical highlights, which are supposed to appeal to the viewer, are accompanied by a fantastic view of Los Angeles, the Klum presents both on the balcony and at the pool. The elegance shown is completed by your signature look with long blond waves, a bright summer make-up and nude lips. The campaign video was published on the official Instagram channel of Calzedonia and achieved over 120,000 clicks within just two hours, while the reactions of the fans were mostly positive. Even without his own posts, Klum remains a topic of conversation on social media, which underlines her decades of career and brand strength. Despite the persistent criticism of her show "Germany’s Next Top Model", she remains a symbol of success and change that is continuously reinvented.
In the past few months, the Klum family has not only caused a sensation with fashion, but also with an advertisement that celebrates diversity. In a Calzedonia campaign, which includes life -sized posters in Germany, two women with different body shapes are presented: a very slim and a more curvy figure. This representation is considered a step in the right direction to promote bodies and is seen by some as an expression of female empowerment and body positivity. However, the campaign also received feminist criticism of social media, in which the staging was classified as problematic and reactionary. This discussion gained particular explanation because it was published shortly before Mother's Day, which led to further outrage.
criticism and controversy
A central point of dispute forms the staging of Heidi and Leni Klum, which also posing in underwear for the intimissimi brand. Critics complain about the problematic marketing of virginity and childlike innocence as well as the male gauze, while some voices regard the representations as part of a capitalist system that benefits from sexualization. In this regard, a comparison to earlier examples of mothers are drawn who exploited the innocence of their daughters for their own purposes. Against the background of this debate, Heidi's earlier decision to keep the faces of her children out of the media is also questioned; Especially Leni Klum, who was held out of the public until her 18th birthday.
variety in advertising
The discussion about body diversity is further enriched by current studies on the perception and effect of diversity in advertising. Consumers attach great importance to inclusion and diversity, which has a direct impact on their purchase decision. Advertising can thus help to promote respectful use of society by reflecting diversity and actively supporting inclusion. Nevertheless, a too strong focus on differences or striking representations of inclusion can also be perceived negatively. Religious attitudes in particular play a role in assessing such campaigns, while inspiring storytelling is positively absorbed, even by strong religious persons.
The trends in advertising make it clear that negative feedback often occurs when Body positivity messages appear too intrusive or unbelievable. An authentic and inconspicuous approach, however, leads to a better assessment of the brands and their perception. In summary, it can be said that there is no universal concept for presenting diversity in advertising: decision -makers should carefully weigh different needs and presentation in order to reach a wide audience.