Elle Macpherson and Jessica Simpson: Bra Wars!!!

She fended off Heidi Klum’s absurd snatch at her “The Body” tag - now Elle Macpherson may be forced to sharpen her cougar claws to foil Jessica Simpson’s grab at her lingerie label.

The Hollywood blonde is tugging at the bra straps of Macpherson’s multi-million dollar underwear business, announcing she is launching a lingerie range under the name of 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, reports Fashion Editor Jen Melocco.

“The lingerie business has just been so inspirational for me - watching a small business grow into a $150 million dollar global business and we’ve been doing this for 20 years now,” Macpherson said recently.

Now Simpson is lining up to cash in The Body corporate, launching her own Intimates range in US stores next year amid estimates it could generate $30 million in its first year.

“I like different lingerie for different occasions,” Simpson told US fashion paper, WWD.

“I think that’s the best thing about it. You can feel sexy or girly depending on your mood.”

While the inclusion of bras, undies and nightwear seems almost a carbon copy to Macpherson’s successful business model, there is one inclusion that seems very un-Elle - girdle-like shapewear.

But whether the model businesswoman makes a legal move over Simpson’s storm in a D-cup remains to be seen.

Bendon, the company which produces the Elle Macpherson Intimates range, refused to comment on the issue yesterday.