This humble weblog has learned that French photographer Patrick Demarchelier is a key-player in an upcoming advertising war. Call it Battle of the Undies.

US giant Hanes, the largest apparel brand in the world mostly known for its no-nonsense underwear, is going to try to lure customers that prefer the hipper, sexier Calvin Klein brand. Patrick Demarchelier, who helped build up the CK brand (remember that ad?) jumped in.

Hanes executives believe the transition period between Jessica Miller and Natalia Vodianova will confuse consumers and throw the CK brand into an identity vacuum for a while, especially in light of Natalia's giant exposure as poster girl for other brands in recent weeks.

Hanes has already secured billboards across the US for February, including the one at Times Square who caused cardiac arrest to many thx to Christy Turlington in a CK underwear.

Demarchelier was asked to find an antithesis to Natalia V., whose childish appeal could cause antagonism among women buyers. The first idea was to steal Jessica Miller right away, but the former CK girl has a "freezing clause" in her CK contract, forbiding her to model swimwear, jeans and intimates for 6 months.

Demarchelier then came up with test pics of five "older" models (i.e., in their late twenties), who aren't identified with a brand, but still conveys an image of class and elegance.

This humble weblog has learned the winner is Israeli former top-model Shiraz Tal, 28. Tal, now a TV star in her country, was Model of the Year in 1997. She is better known for her Armani ads, although she was in the s/s 2000 Louis Vuitton campaign and in Louis Feraud ads in 1999-2001.

It isn't clear if Shiraz Tal will star in print ads and catalogues as well. Hanes has never used a top model before, although its Men campaign features top sport stars, among them Michael Jordan.