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LONDON — Catching the bridal wave of the royal wedding that wowed the world, Elle Macpherson Intimates has launched a collection of bridal lingerie.
This story first appeared in the May 23, 2011 issue of WWD. Subscribe Today.
Macpherson said she wanted to design lingerie that “makes the bride feel extra beautiful on the day.” The supermodel-turned-lingerie entrepreneur said she wanted to create bridal lingerie targeted to the sophisticated taste of the brand’s customer, who she described as “in tune with their own sense of style, even more so on their wedding day.”
The 14-piece collection, which was introduced in April, includes lace bra and panties sets, satin and cotton camisoles and corsets in quilted satin. Colors are a subtle palette of lemon, cream and white.
The collection is priced from 19 pounds, or about $31 at current exchange, for a garter to 61 pounds, or $100, for a corset. It joins Macpherson’s existing lingerie lines, which include her main collection, Obsidian, which uses ultraluxurious fabric, as well as a maternity line and a group of full-busted bras in the D-to-G-cup range. The bridal collection will include bras for full-bust sizes as well.
Elle Macpherson Intimates is produced under license by the New Zealand-based Bendon Ltd. The bridal collection will be sold in the U.K. at major retailers including Selfridges, Harrods and Harvey Nichols, as well as at major specialty and department stores and boutiques in the U.S., New Zealand, Australia and Europe.