LONDON — Former model Claire Merry hopes to rival Elle Macpherson’s business acumen in the lingerie arena with the launch this month of her debut intimates label, dubbed Dirty Pretty Things.

Merry, who has walked the fashion runway for Dolce & Gabbana and Giorgio Armani and fronted campaigns for Armani, Revlon and Coty, unveiled her spring collection exclusively at London’s Selfridges department store. In January, the collection will land at other major stores in the U.K. including Harvey Nichols, as well as three Web sites: catrionamackechnie.com, Asos.com and dirtyprettythings.com.

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