The photos, which were taken on location in Malibu, feature McPhee playfully posing in the ocean in boxer-brief style underwear and a white T-shirt over the brand's cobalt blue Mid V Wirefree Lined Bra ($87 CAD/ $68 USD) and Super Soft Seamless Regular Rise Thong ($16 CAD/ $12 USD).
In a message to fans, McPhee said that of all the causes that are near and dear to her heart she's "most passionate about ocean conservation." The singer announced that a percentage of sales from MINDD's Oceana Collection would be donated to Oceana, which is "dedicated to preserving and restoring the world's oceans."
McPhee told fans that the campaign images from her collaboration with MINDD remind her of just how "grateful" she is "to be working with a female-founded company that is deeply committed to sustainability."
Fans quickly responded to McPhee's post with praise for using her platform to promote ocean preservation, and compliments on her "stunning" look.
"Thank you so much for using your platform for more than just making money," one person wrote. "Preserving the ocean is so important and not enough celebrities are helping despite having the reach and wealth to do so. You also look stunning! Happy Earth Day, gorgeous."
"You’re beyond perfect and I’m here for it! Love the look!" another Instagram user commented.
"Oh my gorgeousness!" a follower said. "Excuse me while I pick my jaw up off the floor."
"You’re stunning!" someone else swooned. "Beautiful message!"
McPhee first unveiled the news of her collaboration with MINDD in September 2021.
"I am beyond excited to finally share that I’ve partnered with MINDD, my favourite intimates brand, which was created by a D+ woman (the immensely talented Helena Kaylin) for D+ women, who, by the way, make up more than 60 per cent of women in the U.S. today, which is wild, right?" she wrote in an Instagram post.
The singer revealed she began wearing the brand while pregnant with her son, Rennie, and has been wearing MINDD's products "every day since."
"My body over the years has definitely changed in sizes in all kinds of ways but this bra will change with you," she continued. "It’s really innovative. I love that these bras make me truly feel comfortable, supported and sexy at the same time."