Madelaine Petsch is the latest face of Bamboo Underwear. Because the underwear brand’s first-ever celebrity ambassador, Petsch will appear in quite a few campaigns in 2023, unveiling the brand’s latest collections.  

“I’ve been a fan of Bamboo Underwear for a very long time, so I’m very honored to be working with them now,” Petsch said. “They make probably the most comfortable undies and cutest sets I’ve ever tried. Their fabric could be very comfortable and their values really align with mine.”

The brand’s mission is to bring probably the most comfortable underwear to the world, using quality viscose from bamboo and fabric that’s breathable, moisture-wicking and thermo-regulating. 

“Madelaine Petsch is an incredibly talented individual, and her values perfectly reflect those of the Bamboo Underwear brand. She embodies strength and confidence, that are two traits that we feel our product helps people to feel,” Mathieu Landry-Girouard, the cofounder of Bamboo Underwear, said in an announcement. 

“The campaigns will involve Madelaine modeling our latest collections, in addition to promoting our values, story and products to her large fan base. We truly imagine this partnership will help us strengthen our essence and place us as probably the most comfortable underwear brand on the planet,” Girouard continued. 

The pieces can be found on bamboounderwear.com. The costs on the underwear site range from $21–$66 and sizes from XS to XXL. 

To ring in the vacation season, Petsch might be donating 200 pairs of Bamboo Underwear to My Friend’s Place, a charity that supports the homeless youths of Los Angeles. Annually, around the vacation season, starting Dec. 19, the organization curates a gifting week meant to brighten the vacations for unhoused young people. 

Madelaine Petsch currently stars as Cheryl Blossom on CW’s “Riverdale” series, which is gearing as much as premiere its seventh and final season.