The leading Australian lingerie company announced that it will part ways with Elle Macpherson, 50, at the end of this year after a 25-year partnership.
German model and burgeoning business woman Heidi Klum, 41, will be creative director and face of the new underwear line, Heidi Klum Intimates. It will launch worldwide in January 2015.
Macpherson was a pioneer in celebrity licenses for lingerie lines, creating a $150 million business for Bendon.
It is not the first time former Victoria’s Secret angel Klum has stepped on The Body’s turf.
In 2006, Klum was promoting The Body bra by Victoria’s Secret. “They call me The Body – and now I have a bra named after me,” Klum was quoted as saying.
The spokeswoman for Macpherson’s Intimates underwear line was quoted by the New York Daily News, as saying “We saw that and were like, ‘Oh my god!’ We were initially flabbergasted.”
“In terms of public record, that name belongs to Elle.”
Macpherson will reportedly continue her line with new partners.
Elle Macpherson launching ‘The Body’ range of Elle Macpherson Intimates just in April of this year.
Elle MacPherson set the standard for celebrity licenses in lingerie.
Her three lines created a $150 million business for Bendon and the partnership lasted 25 years.
Heidi Klum poses an intergenerational opportunity for Bendon with massive personal following on Twitter and Facebook.
When asked by Women’s Wear Daily (WDD) if the company will seek to add another celebrity to its stable, Davis-Rice said, “Frankly, we don’t need anyone else. With Heidi, as with Stella McCartney, she’s not just an icon and global brand, but a business partner who can work with us to create value for consumers and stakeholders and the supply chain.”
The company has even indicated that it will delay its IPO because of Heidi.
Elle Macpherson will take her lingerie lines to new partners.
It is the end of an era for a celebrity underwear line that has become a staple in department stores.
Speaking to WDD, Klum paid tribute to her predecessor: “You know, 25 years, that’s quite an empire and that’s quite an amazing business that Elle has created with Bendon.”
Related stories
Native ad body.
Native ad body.
Native ad body.
