Model and businesswoman Heidi Klum will succeed Elle Macpherson with her own lingerie line at Bendon, the company announced today.
Elle Macpherson Intimates, which first launched in New Zealand in 1990, has established itself as Bendon’s flagship range. As of January, the entire range will be renamed, and Klum will take over Macpherson’s role as the creative director and the face of the brand.
Heidi Klum Intimates will appear in 1,800 retail locations worldwide.
The other Macpherson lines will also be rebranded. The men’s line will be named HKMan, and the accessible line will be called Heidi by Heidi Klum.
Bendon says there will be extensions into swimwear.
In the last 25 years, Elle Macpherson Intimates had become the largest celebrity-endorsed intimate apparel collection the world, says Bendon.
In a release, Bendon CEO Justin Davis-Rice called Macpherson ‘a great partner to Bendon’ as the association ended.
âFrom the first meeting [with Klum] it was obvious that we were destined to collaborate and work togetherâher energy, work ethic and passion for lingerie is incredible. I am looking forward to working with her as we continue to build on the heritage of our Intimates brand,’ he added.
Klum said, ‘I’ve always loved lingerie and can’t describe how incredibly exciting it is to globally launch my Intimates collection with Bendon, a true leader of the industry. In addition to spending a majority of my career modelling lingerie, I am also a woman whose body has changed over the years. I am a mother of four children so I genuinely understand the importance of finding the right lingerie. I want women everywhere to feel sexy, empowered and confident in my collection every time they wear it.’
Both Davis-Rice and Eric Watson, who co-owns Bendon through his Cullen Investments, citing the globalization of the intimate apparel market, see Klum was being a recognizable face who the company can leverage. Sister brands include Stella McCartney Lingerie, Pleasure State, Fayreform and Lovable.