Bendon, a leading Intimate apparel company, has announced its partnership with supermodel and television host Heidi Klum, as the Creative Director and face of Bendon’s flagship Intimates collection, succeeding Elle Macpherson after 25 years with the brand.
The entire Elle Macpherson Intimates collection will be rebranded as Heidi Klum Intimates and will launch on January 1, 2015. Klum’s vast experience in the lingerie and modelling world will help bring a fresh perspective to the legacy collection, according to Bendon.
“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.
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Ms. Klum said, “I’ve always loved lingerie and can’t describe how incredibly exciting it is to globally launch my Intimates collection with Bendon. I want women everywhere to feel sexy, empowered and confident in my collection every time they wear it.”
A multi-platform marketing campaign featuring Heidi Klum will announce Heidi as Bendon’s new partner for its Intimates brand and generate excitement for Heidi Klum’s fans and lingerie lovers world-wide.
The Heidi Klum Intimates 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.
Heidi Klum is a major star in the fashion and entertainment world. Klum established herself as a top model, making great impact for clients and appearing on the covers of pop-culture mainstays including the Sports Illustrated Swimsuit issue.
Klum is the Emmy winning host and executive producer of the 10-time Emmy-nominated Project Runway. She hosts Germany’s Next Top Model – a runaway hit.
