'De La Baume' means, in Old French, 'from the cavern' - 'Like a primate, no?' she growls. She grew up far from the caves of France, in Paris's Saint Germain des Prés, near the Ecole des Beaux Arts. As a teen, she carried the diary of feminist icon George Sand in her handbag, like a good young bohemian, and admired Simone Veil, who campaigned for women's reproductive rights. 'Growing up we lived in the middle of lots of galleries. It's fancier now but then Saint Germain des Prés was quite bohemian.' One of four siblings, she loves being part of a big family. 'I hope I can have lots of children. I'm going to keep my name for work, but also take Mark's name because I'd like to have the same last name as my children. I'm not super-conservative but a bit of tradition is nice. And "De La Baume Ronson" is quite a long name.' They are making a home in Notting Hill. 'Which is lovely and beautiful, but let's face it, it's not bohemian.' They have no sofa, as yet - 'It takes a while to make a home cosy' - but her prized possessions are there: a taxidermy bird ('They told me specifically it died from natural causes, but how can you know?'), a sheep made of pearls, from South Africa, lots of books (she recently loved Patti Smith's Just Kids) and an Elizabeth Peyton print of Frida Kahlo that Mark bought her.
Joséphine is 'a happy person, I'm not neurotic. I'm very comfortable with my body. I think it's great we're seeing more curvy girls in adverts now.' Her father is a financier turned theatre critic and producer; her mother works with disadvantaged young people (whose number once included Man on Wire's Philippe Petit). What did they make of her underwear campaign? 'They're my parents, of course they're going to judge me and say their piece, but at the end of the day they respect my choices and they're comfortable with what makes me happy.'