ellemacpherson_jesssimpsonbras.jpgMost of you may have heard by now that Jessica Simpson is getting into the knickers game. She is expanding her retail empire by adding a line of lingerie, which according to news reports, could spell trouble for Elle Macpherson, with the pop singer looking to name her range Jessica Simpson Intimates.

"The star's bold bid is expected to come as an unwanted shock for The Body, who has built the Elle Macpherson Intimates range into one of the most successful and enduring celebrity fashion lines," said Jen Melocco, Fashion Editor at Sydney's Daily Telegraph.

But Jess isn't the first celeb to try and knock the Aussie supermodel off her perch...

Macpherson's success has seen her previously fight off unwanted competition from Heidi Klum, who once sought to nab 'The Body' nickname for herself in a Victoria's Secret ad. The moniker continues to be used by Macpherson (also dubbed 'The Body' since the '80s) across her retail brand, on lingerie, skincare products, and a fitness DVD.

While Simpson's line of lingerie will mimic Macpherson's (i.e. bras, undies, sleepwear) the addition of girdle-like shapewear is a new concept. Bendon, the company that manufactures Macpherson's intimates range, are yet to comment on the issue.