According to WWD, the supermodel has designed a range of 'innerwear' for both men and women - that is, everything from bras and knickers, to camisoles and tights for the girls; undershirts and 'everyday basics' for the boys.
And the name? Undeez: described as "underwear designed to simply fit," on the website holding page.
"We have professional designers, of course, but my ideas and input go into every single item," Bar told WWD.
"I try everything before it's manufactured. I choose the fabric and have the last word on the items," she added.
Undeez - aimed at ages 25 to 45 - is set to land both online and in selected stores in January, and will be priced for the "affordable-to-midrange" market.
We wonder if Ms Refaeli was inspired by her ongoing partnership as the face of Passionata lingerie?
Check out Bar's buff bod in her latest Passionata ad below:
Suddenly feeling a tad embarrassed by the state of your underwear drawer? Yeah, us too.
Shop pretty Passionata lingerie in the MyDaily store:
Suggested For You
SUBSCRIBE AND FOLLOW
Get top stories and blog posts emailed to me each day. Newsletters may offer personalized content or advertisements.Learn more