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Elle Macpherson
Elle Macpherson

Brightening Britain

Whew. For a while our London-based editor-in-chief was worried about the emergence of big knickers in Britain. But Elle Macpherson has seen to that, bringing British tastes in line with the quality lingerie experienced by the antipodeans

 RECENT study by the British Journal of Psychiatry indicated that the British were the gloomiest people in Europe, so when Elle Macpherson Intimates came in to the country, the sexy, sassy luxury lingerie range that had wowed customers in the colonies was bound to brighten Blair’s Britain’s high street and online stores.

    Elle Macpherson Intimates is taking the UK by storm, filling positions one to seven in the top 10 of bras sold by premium UK fashion store Selfridges. Elle Macpherson Intimates was launched into the UK earlier this month, and within days was dominating Selfridge's top 20 bras sold—with Selfridges then doubling the floor space it had allotted for the brand.
   Elle Macpherson Intimates is also achieving online success at UK site Elle's Tezera lingerie, which features a contour bra, brief and G-string in retro boudoir styling, was the top three lingerie seller in its first week on the web site. And the Straight Laced collection, featuring French Chantilly lace and pictured on this page, sits in the top 10. The web site reordered stock within days of the lingerie going live.
   Elle Macpherson Intimates, the sexy, sophisticated lingerie fronted by supermodel and actress Elle Macpherson, is being sold through more than 48 top retailers, including Selfridges and a special concept store at the House of Fraser which is scheduled to open this week.
   Kay Cohen, Bendon Group General Manager—Brands, says the response in the UK has been phenomenal. ‘We are delighted with the way UK customers have embraced this fashion-forward lingerie. It proves the market is more than ready for the Elle Macpherson Intimates brand of sensual styling and superb fitting.’
   An extensive marketing campaign, including personal appearances by Elle Macpherson herself, launched in the UK on October 1. It includes a print campaign in the UK's leading fashion and edgy lifestyle publications, such as The Face, billboards in central London streets and flyposting, plus massive image projections of Elle onto prominent city buildings.
   Elle Macpherson Intimates is the number one lingerie brand in department store sales in Australia and has a major share of the New Zealand market. Bendon brings out 60 Elle Macpherson Intimate ranges every year and the brand will continue to play a significant part in Bendon's growth projections. The label launched Down Under in 1990.
   Lucire knew the brand would reach international success since featuring items from Elle Macpherson Intimates from 1999 and getting international interest.

Lucire: 'Straight laced' (September 2001)
Lucire: 'Elle stands for love' (May 2001)
Lucire: 'Elle Macpherson, the brand' (December 2000)
Fig Leaves

Pictured: The Straight Laced shorty in Polyamide, Elastane and lace, with Chantilly lace, £20, US$30 at Fig Leaves; the Straight Laced slip in Polyamide and Elastane, £50, US$75.

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