JCPenney creates lingerie line with Elle Macpherson

April 07, 2014 - United States Of America

American mid-range department store chain JCPenney has entered into a new partnership agreement with the London-based Australian former fashion model Elle Macpherson for creating a new lingerie line.
The beleaguered retailer, which is trying to revitalize its innerwear business, has roped in the 50-year-old businesswoman to create a line of luxe everydaywear lingerie.
Named after the swimsuit model’s nickname The Body, The Body by Elle Macpherson collection features smooth cotton bras in four silhouettes, such as the push up, demi-cut, unlined and subtle lift, to suit varying body shapes.
The range, which also includes briefs, will be available at more than 300 JCPenney locations from April 11, 2014 onwards.
Founded in 1902, JCPenney operates nearly 1,107 department stores in all the 50 U.S. states. The department store giant has been struggling with plunging sales and massive losses for the past couple of years.
Other than her latest creative stint with JCPenney, Macpherson owns an eponymous lingerie line with the international inner garment giant Bendon.