Bendon, one of the world’s leading intimate apparel companies have just announced an exciting new partnership with supermodel, super mogul, and Project Runway host Heidi Klum – appointing her as the Creative Director and face of Bendon’s flagship Intimates collection, succeeding fellow supermodel Elle Macpherson after 25 years with the brand. In what is believed to be a world first, the entire Elle Macpherson Intimates collection will be rebranded as Heidi Klum Intimates and will make its debut on the first of January, 2015. Heidi is no stranger to designer lingerie and sleep wear after donning the wings of a Victoria’s Secret Angel for several years, and will be bringing her vast experience in the lingerie and modelling world to help bring a fresh perspective to the legacy collection”.
“As a globally renowned supermodel and successful entrepreneur, we are very excited to welcome Heidi to our flagship Intimates collection,” said Justin Davis-Rice, CEO of Bendon. “As our industry continues to globalise, fresh designs and active publicity are becoming more and more important. Elle has been a great partner to Bendon, however it’s time to take the brand to even greater heights, and Heidi is perfectly positioned to do just that. From the first meeting it was obvious that we were destined to collaborate and work together – her 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.”
“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 4 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”, added Heidi.
The Heidi Klum Intimates Autumn/Winter 15 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.