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In the antipodes, buyers—not to mention teenage boys—were deprived of such sumptuous publications as the Sears Wish Book. When Bendon and Elle Macpherson came to their agreement in 1990 creating the Elle Macpherson Intimates label—four years before Wonderbra's "landmark" 'Hello boys'—few had attempted a marketing campaign as grand as this. Certainly few have been as enduring. The outdoor campaign was one of the first to literally stop traffic, while Bendon experienced what companies like Hennes & Mauritz would later that decade: lingerie campaign poster thefts. |
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