We’re not sure what the thinking is behind Gisele Bundchen‘s new photoshoot for Brazilian label Hope Lingerie.

The new images promote Hope‘s 2011 summer collection — more than a month before we stick a fork in summer 2010. Go figure.

The Brazilian supermodel signed one as Hope‘s face/body earlier this year after returning from maternity leave, and wowed the world with her lean post-partum figure in these campaign pics.

The 2011 Hope line, if these pics are any indication, doesn’t represent a dramatic departure from the label’s current collection. Which makes me wonder why the ultra-early rush to get a head start on next year.

Then again, no one’s ever really needed an excuse to run a new photo campaign of Gisele Bundchen!