Emily Ratajkowski models lingerie in bizarre supermarket shoot

Emily Ratajkowski, 27, has starred in a shoot for her debut lingerie and swimwear line, Inamorata.

While bikini and underwear shoots typically take place in a sun-dappled beach setting, or a luxury show home, Ratajkowski has opted for the more unusual choice: a supermarket.

In imagery circulated on Inamorata’s Instagram account, the model and actress previews a range of thongs, crop tops and slips while posing among crisps, cans of fizzy drinks and scratch cards.

One shot sees her standing in front of drinks fridge in a nude thong, while another sees her grabbing a coffee in a cycling shorts and crop top ensemble.

Meanwhile, in one image she is clutching a stack of Lucky 7s – a lottery scratch card sold at US supermarket chain, Lucky 7.

In another, she snacks on a packet of mini churros bites in a bra and pants.

It’s unclear why anyone would be wearing lingerie to a supermarket – although, with Em Rata’s figure, the temptation might be greater.

Practicalities aside, the shoot has certainly had an impact, garnering tens of thousands of likes on Instagram in less than 24 hours.

Ratajkowski is said to have dreamed up the line – available from 11 February – with her best friend, Kat Mendenhall, according to the Inamorata website.

Describing the brand’s message, Ratajkowski says: “It’s not about the body–it’s about the confidence, it’s about self-love.

“These are pieces that are for you. Listen, if you never wear your underwear around anyone else, it doesn’t matter. It’s about how it makes you feel.”

Follow us on Instagram and Facebook for non-stop inspiration delivered fresh to your feed, every day. For Twitter updates, follow @YahooStyleUK.

Read more from Yahoo Style UK:

11 seriously sexy underwear sets to treat yourself to this Valentine’s Day

Emily Ratajkowski defends right to go braless at protest

Emily Ratajkowski wore a demure ballgown on the red carpet this weekend