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Heidi Klum replaces Elle Macpherson at lingerie company Bendon

Heidi is set to take over from supermodel Elle Macpherson as the face and creative director of Bendon

By Jamie Khoo | Published: 17 Oct 2014

Heidi's knickers
Photo: Bendon

Come January 2015, a new Heidi Klum Intimates line will be launched in stores around the world.

Television host and supermodel Heidi Klum has signed on to work with Bendon, a leading lingerie store in Australia, as both the new face and Creative Director of their Intimates collection. She succeeds fellow model Elle Macpherson, whose license with Bendon recently ended after a long 25-year working relationship; the Elle Macpherson Intimates collection will be rebranded as Heidi Klum Intimates and launches on New Year’s Day.

As a former Victoria Secret’s Angel and host of wildly popular reality TV show Project Runway, Heidi knows a thing or two about lingerie and fashion, so it’s no surprise she’s now launching her own collection.

“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,” she said in an official statement.

“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 four 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."

But Heidi Klum Intimates won’t just offer lingerie. The collection is expected to include a men’s brand, HKMAN and a line of everyday essentials called Heidi by Heidi Klum. She’s also working with Bendon to develop other lines, including swimwear.


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