BENDON: new supermodel label collection to be launched
GERMAN supermodel Heidi Klum entered into a partnership agreement with the Bendon lingerie concern, one of the first to launch a supermodel lingerie label, with Elle Macpherson in 1990. Heidi Klum will contribute to the partnership as Creative Director of the Heidi Klum Intimates collection that will make its commercial début in January 2015 at retail prices ranging from USD 59 to USD 99. A more affordable collection that will retail at prices ranging from USD 25 to USD 39 is to be launched at the same time under the Heidi by Heidi Klum label. A range of men’s underwear labelled HK Man is to be launched at a later date.
Backed by Bendon’s financial resources, sourcing skills and marketing experience, the new venture should prove at least as successful as its predecessor.