Under Armour's new campaign for women has an interesting face attached to it: supermodel Gisele, who at first glance doesn't seem to fit in with the athletes chosen by the company to rep their brand. And it appears from her first commercial that Gisele and Under Armour know that too.

After decades of telling women they're fat and they smell and their faces are busted, advertisers have finally figured out that—wonder of wonders!—sometimes a positive message strikes a better tone. But just how pleased should we really be with "empowerment marketing"?

Earlier this year, Under Armour released a set of ads starring American Ballet Theatre soloist Misty Copeland. As part of their push to gain more of the women's market, they've now put out their first commercial with Copeland, who looks pretty badass.

• Miranda Kerr was photographed nude at six and a half months pregnant by Patrick Demarchelier. She told W magazine she realized she was knocked up the day she shot her Jil Sander campaign. Full pic below. [Fashionologie]

• Confirmed: Madonna will do the Louis Vuitton fall campaign. With Jesus Luz? I imagine LVMH execs did a pro/con weighing the headline value against the risk that Madge would dump her boytoy ere September. [Grazia]

• Kate Moss partied in London wearing ripped-from-the-catwalk Fall 09 Balmain. The skintight dress, being a runway sample, wasn't designed for actual wear. So a seam split wide open. [Daily Mail]