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SYDNEY — Dita Von Teese has unveiled another glimpse of her fledgling apparel empire — a first look at the new Von Follies by Dita Von Teese lingerie collection.
This story first appeared in the November 23, 2011 issue of WWD. Subscribe Today.
Launching first in Australia in early February exclusively through Target Australia stores and target.com.au, the brand has been developed by Von Teese’s Melbourne-based global licensee Lime Door Brands, together with Melbourne-based lingerie company Diamondcut International.
Inspired by the burlesque star’s extensive personal collection of vintage lingerie, Von Follies by Dita Von Teese features 10 groups in hues of black, red, nudes with black lace overlay, vintage-inspired satin and an animal print and includes an overwire bra, high-waisted briefs, garter belts and fitted corselettes.
“There are so many vintage lingerie pieces I love that I haven’t been able to find in all my years of collecting. I wanted to design pieces that are tributes to my vintage obsessions, to make them beautiful and functional, while modernizing them for everyday wear. I’ve had a longtime fascination with the Fifties-era overwire bras. It’s something that has been quite a task to create, but the end result is so chic, and so unique, I’m very proud of it. It’s a statement piece meant to be seen,” Von Teese stated.
Prices range from 17 to 29 Australian dollars, or $16.78 to $28.56 at current exchange, for briefs and G-strings, up to 79 to 150 Australian dollars, or $77.93 to $147.72, for bustiers, corsets and torsolettes, with bras retailing for 39 to 49 Australian dollars, or $38.41 to $48.25. Selected bra styles will be available up to an E cup (European-U.S. size 46) and briefs up to an Australian size 20 (U.S. size 16).
“It was very important to me to offer lingerie in a large range of sizes,” the performer added. “Size range was one of the first things I asked when I was approached to create this collection. It was important to me to accomplish the task of making these beautiful things in sizes that can make any woman feel sexy and glamorous, and I’m very proud that we have been able to do that, while keeping prices affordable.”
Von Follies by Dita Von Teese is Von Teese’s second foray into intimate apparel, following the Europe-exclusive release of the Wonderbra by Dita Von Teese collection in September 2008, which was followed by a second Wonderbra capsule collection, the Party Edition by Dita Von Teese, in September 2009.
Tuesday’s announcement follows just four weeks after Von Teese launched her new Muse capsule dress collection in person during the Melbourne Cup Carnival — an exercise which Lime Door Brands estimates netted 30 million Australian dollars, or $29.5 million, in publicity. Also manufactured and marketed by Lime Door Brands, Muse is similarly launching first in Australia, as an exclusive with the department store chain David Jones.