Heidi Klum set to design and model Bendon lingerie

18 Oct '14

2 min read

The New Zealand-based intimate apparel maker Bendon has signed on the German-born American fashion model Heidi Klum to design and model its forthcoming segment of celebrity endorsed lingerie creations.

According to WWD, the newly formed partnership with Klum will replace Bendon’s 25-year-long collaborative innerwear design venture ‘The Body’ with Australian businesswoman Elle Macpherson who is set to bid adieu to the clothier at the end of this calendar year.

Slated to hit over 2,000 stores worldwide including Selfridges, Nordstrom, Bloomingdale’s, KaDeWe, Myer and David Jones sometime in January, 2015 followed by a July, 2015 launch in some 300 J.C. Penney Co. Inc. outlets, Klum’s line will be comprised of the label’s signature staples as well as some new looks.

The affordably priced Heidi Klum Intimates range will include an array of colourful lace and satin push-up bra and brief sets alongside few newly introduced looks inspired from the 41-year-old model’s personal style preferences,.

In addition to giving her inputs into the over-all designing process, the supermodel, who also has created a babywear collection with Babies ‘R’ Us, has recently shot an advertising campaign wearing pieces from her upcoming range in Los Angeles.

Apart from the lingerie collection for women, the model is also prepping up to unveil a men’s innerwear range entitled HK Man with the same company in Australia in January, 2015.

Founded in 1947, Bendon operates through more than 50 stores in Australia and New Zealand as well as an online store that offers more than 1500 products from 12 of its brands. (PB)

Fibre2fashion News Desk - India