The campaign is part of Lifetime's new marketing strategy--the basic cable channel is aiming to go less "woman in peril" (even though LTMs are ahhhmazing) and more "brazen, strong, confident and sexy."
Of course, it's not the first time Klum has posed nude. And we're not exactly sure how effective her being nekkid on adverts for a show about making clothes will be. But we guess sex sells?
Project Runway: Season 9 debuts this summer.