The outerwear company (owned by Iconix Brand Group), best known for its traditional trench coats, is clearly trying to "fog" up more than its jackets with a new fall ad campaign featuring a barely covered Bündchen in classic khaki.
While baby was already on board when the supermodel was photographed by Nino Munoz, Bündchen appears miraculously sans baby bump in the final shots.
Dari Marder, London Fog's chief marketing officer explains, "Although Gisele was photographed while pregnant, most of the shots have been retouched to respect her privacy during this wonderful and personal time in her life."
The company confirmed that Bündchen was originally slated for another run as the face of Rampage, but because of her pregnancy and other reasons, she will now be modeling for London Fog instead.
"Given where Gisele is right now in her life, it made more sense to move her to our sophisticated, iconic more mature brand, London Fog," Marder adds.
The London Fog collection retails from $150 - $350 and is available at Macy's and online.
Expect the new ads to hit magazines, billboards and online this October -- just in time for trench coat weather!
Behind-the-Scenes of Gisele's Shoot
Gisele looks stunning as she preps for her London Fog photo shoot.
Phil Walter, Getty Images