Bendon, one of the world’s leading Intimate apparel companies, announced an exciting new partnership with supermodel and television host Heidi Klum, as the Creative Director and face of Bendon’s flagship Intimates collection, succeeding Elle Macpherson after 25 years with the brand.
Klum has established herself as a style and beauty icon. In what is believed to be a world first, the entire Elle Macpherson Intimates collection will be rebranded as Heidi Klum Intimates and will launch on 1 January, 2015. Klum’s vast experience in the lingerie and modelling world will help bring a fresh perspective to the legacy collection.
Commenting on the partnership, Heidi 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 modeling 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.”
Bendon is owned by Eric Watson’s Cullen Investments and CEO Justin Davis-Rice, who for the past five years has spearheaded the global growth of the business, which includes international brands such as Stella McCartney Lingerie, Pleasure State, Bendon, Fayreform and Lovable. The company launched its flagship Intimates collection with Elle Macpherson in 1990, and this brand has become the largest celebrity endorsed intimates collection in the world, distributed widely in Australia, New Zealand, Europe and the USA.
A multi-platform marketing campaign featuring Heidi Klum will announce Heidi as Bendon’s new partner for its Intimates brand and generate excitement for Heidi Klum’s fans and lingerie lovers world-wide.
The Heidi Klum Intimates collection will also include a men’s brand, HKMAN, and Heidi by Heidi Klum, a more accessible line of every day essentials. In addition, Bendon and Heidi Klum are in development of expanded product categories including swimwear.
