“It’s inappropriate”: Heidi Klum poses with her daughter and causes controversy
A campaign featuring Heidi Klum and her daughter Leni continues to generate controversy, months after its release. The famous German-American model, TV host, and actress, now 52, and her 21-year-old daughter Leni Klum posed together for an Italian brand in a series of photos that sparked an avalanche of online comments. While some people applaud the proudly displayed mother-daughter bond, others denounce the campaign as “inappropriate.”
A glamorous… and controversial campaign
The images, posted on both Heidi and Leni’s Instagram accounts, show the two women in coordinated ensembles, ranging from black lace and satin to pastel shades. While the shoot remains aesthetically pleasing and professional, the fact that mother and daughter posed together in scantily clad attire surprised, even shocked, some viewers.
The most vocal critics accuse the campaign of blurring the lines between family life and sexualization. Several comments on social media evoke “discomfort” with this depiction of intimacy between a mother and her daughter in a commercial setting. The phrase “it’s inappropriate” regularly comes up in discussions.
Leni Klum responds to criticism
Faced with this wave of reactions, Leni Klum spoke out, notably in an interview published on March 11, 2025 in Glamour Germany magazine . Aware of the controversy, the young woman shares her way of approaching the situation: “I always try to remember that no matter what you do, there will always be someone who doesn’t like it. You can’t control it, and you can’t only focus on the negative.”
She also points out that online comments can easily become overwhelming, especially when you’re active on social media. “But there are so many more positive reactions,” she adds. “Oh, and most of the comments are in German, and I don’t really understand everything… That helps too, of course,” she concludes humorously.
A family tradition in fashion
This isn’t the first time the Klum family has collaborated with the brand. Leni’s grandmother, Erna Klum, also participated in a “more understated” version of the campaign. The message seemed clear: to showcase three generations of women, each in their own way.
As for Heidi Klum, she said on Instagram that she had “a lot of fun” sharing this experience with her daughter. Leni, for her part, already has a well-established modeling career. In January 2025, it was her brother Henry who made his runway debut at the Haute Couture show in Paris, suggesting that modeling is gradually becoming a family affair.
A question of cultural interpretation?
Some audiences, particularly in Germany and the United States, point out that this campaign offends different cultural sensibilities. What is perceived as artistic or complicit by some may seem inappropriate to others. The potential sexualization of bodies, even in a professional context, remains a sensitive issue, especially when the family sphere is portrayed.
Others point out that campaigns involving celebrity models are nothing new, and that posing with a parent or loved one in this setting is not necessarily problematic.
Ultimately, the campaign featuring Heidi and Leni Klum illustrates the complexity of debates surrounding image, family, and fashion. Between the stated artistic approach, the claimed complicity, and the divergent perceptions, it raises questions about the line between creative expression and provocation. More than just a glamorous photoshoot, this controversy serves as a reminder that the interpretation of images remains deeply subjective and reveals each person’s sensibilities.
