WWD.com/fashion-news/intimates-activewear/dita-von-teese-signs-lingerie-deal-3582407/
government-trade
government-trade

Dita Von Teese Signs Lingerie Deal

The queen of burlesque has inked a global licensing agreement with Australia’s Lime Door Brands.

Dita Von Teese has signed a global licensing agreement with Australia’s Lime Door Brands to produce, market and distribute the first collection of lingerie and bras and undies bearing the Dita Von Teese name.

This story first appeared in the April 14, 2011 issue of WWD.  Subscribe Today.

The agreement also involves the queen of burlesque and the brand development firm becoming co-owners of other brands and product categories, including a line of dresses. Distribution kicks off later this year in Australia, followed by expansion in the U.K. and other international markets in 2012.

Von Teese described the lingerie pact as an “exciting opportunity.”

“I’m delighted to be in the process of creating both a line of retro-glamorous clothing and lingerie,” said Von Teese.

Regarding her connection with lingerie, which plays an all-important role in her risqué performances, Von Teese said, “Indulging in elegant lingerie isn’t about the seduction of another person, it’s about seducing yourself first and embracing womanhood and femininity.”

Lingerie has been on Von Teese’s to-do list for a while.

In December, Von Teese told WWD: “I did a line with Wonderbra, which was only in Europe — it did really well. I’d like to remind women, especially in America, that lingerie can be beautiful and functional. You don’t have to have your work lingerie and your date lingerie; it can be the same thing. I want to do bigger sizes, because I have a lot of female fans that are curvy girls.”

Von Teese’s launch collection will feature lingerie sizes that range from extra small — like the petite Von Teese — to plus sizes, as well as bras that are sized up to an E cup.

Regarding Von Teese’s appeal as a fashion icon, Michele Hamdorf, chief executive officer of Lime Door Brands, said, “Dita Von Teese is world-renowned as a burlesque performer. She is probably best described as an old-school Hollywood siren. With a Twitter following of over 674,000, Dita Von Teese is arguably one of the biggest global style icons of today.…Her success has been based on her strong head for business and her distinctiveness. As a brand strategist and developer, I am certain that our collaboration will prove similarly successful.”