Heidi to replace Elle as Bendon partner

Elle Macpherson Heidi Klum

Elle Macpherson Heidi Klum

Heidi Klum will launch her own lingerie line with New Zealand group Bendon, replacing Elle Macpherson as its Intimates partner and creative director.

The Heidi Klum Intimates line will launch in January and is expected to double business for Bendon in the next five years.

“It’s unique to be able to take a brand and convert it to another name that you believe will grow the line exponentially,” Justin Davis-Rice, chief executive officer of Bendon told Womenswear Daily, noting that Elle Macpherson represents 20% of the company’s business.

Klum’s deal will include HKMAN and Heidi by Heidi Klum, replacing The Body line.

Macpherson will depart the Bendon group on December 31 after a 25-year partnership and expand her three underwear lines – Elle Macpherson Intimates, Macpherson Men and The Body – in America, the supermodel has confirmed.

She also has plans to enter activewear, swimwear and plus- and petite-size categories.

“I am very proud of the brands which I created and nurtured for the past 25 years and thank the Bendon Group, who has been supportive to the success of my brands,” said Macpherson.

“I am relocating to the US with my family and I’m excited about energizing the further growth of the brands in the US market.”

Macpherson will continue to operate with new, unnamed, partners and existing designs and intellectual property currently under EMI remain with Bendon and will transfer to its new brand, Heidi Klum Intimates.

Source : http://www.lingerieinsight.com

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Heidi Klum gives up lingerie modelling

Heidi Klum

Heidi Klum

Heidi Klum has announced that she will never model lingerie on the catwalk again as it would make her feel “uncomfortable”.

The former Victoria’s Secret model, who turned 40 in June told TV show Access Hollywood live: ”I wouldn’t model with my underwear down the runway anymore. I think I would find it a little uncomfortable, maybe.”

”I still do photoshoots for [magazine] covers and different things or advertising stuff,” added Klum.

Klum has become more of a businesswoman than a model in recent years, fronting Germany’s next Top Model and Project Runway, as well as designing a kids’ fashion line for Babies R Us.

In 1997, the she became the first German model to become a Victoria’s Secret Angel and later went on to help design the brand’s lingerie line “The Body”, named after the nickname she received following her first Victoria’s Secret Fashion Show appearance.

The supermodel ended her 13-year run at Victoria’s Secret in 2010 and later partnered with New Balance and Amazon.com to launch a new clothing line.

Source : lingerieinsight.com