"Project Runway": Heidi Klum bares all for new ad

"Project Runway" Host and supermodel Heidi Klum in an ad for the show's ninth season.

/ Lifetime

(CBS) What better way to draw attention to a TV show than having a top supermodel pose nude in its ads?

Well, that's the approach the folks at "Project Runway" took while promoting its ninth season, which premieres July 28 on Lifetime.

Pictures: "Project Runway" season 8 finale
Pictures: World's top-paid models

In the new ad, host and former Victoria's Secret model Heidi Klum ditches her clothes and only sports a pink tie while using her "Make it work"-marked arm to cover her chest.

"This is definitely sexier than past campaigns we've done," the 38-year-old tellsPeople magazine. "I guess you could say 'Hans and Franz' are celebrating season 9."

Along with Klum, co-judges Nina Garcia and Michael Kors and mentor Tim Gunn are all returning to offer their honest critiques of the work produced by the 20 chosen designers vying for the top prize.

Kim Kardashian, Christina Ricci, Zoe Saldana and Malin Akerman are all reportedly among the celebrity judges that will be featured this season.

Tell us: Will you be watching this season?

28 Photos

"Project Runway" at NYFW

[erasmus111]

She needs to do something about her hair. It's looking a little frazzled.

[displeased2]

Oh yeah, I didn't notice her hair. You know, frazzled is sexxy!

[erasmus111]

Uh-huh. Whatever. I was being nice when I said "frazzled". What I meant was "FRIED".

[JustSayIt]

What the? Did I all of a sudden get beamed to Afghanistan? All of the sudden we are all Talibanese and we start throwing stones at Heidi Klum for being semi nude on the cover of a guys' magazine? I am readig the word pathetic a lot in the comments. Hmm. Let's re-analyze the target of that word and the people who are casting it.

[displeased2]

Yes, the American Taliban show their colors again.

[_Liann_]

$20,000,000 per year income buys Heidi a lot of insulation from the prude crowd.

The show tapes 14 episodes in 28 days, then the last two after a break. This means the three finalists are selected by the time you see the ads for the season premiere.

[magnumdr]

Nude is rude. Keep your clothes on and keep your self respect. Naked is for your only man or woman that you Marry. Keep your body private and respect yourself.

[displeased2]

If you don't like it, don't look. Stop trying to control others based on your prudish beliefs.

[rsmik]

If you looked like her I would respect you.

[jetjohn]

I will not be watching. This is a dumb show.