Move over, Jessica Simpson. Britney Spears wants a piece of the apparel action.
This story first appeared in the July 24, 2014 issue of WWD. Subscribe Today.
The 32-year-old recording artist and entertainer has signed a deal with Change Lingerie, a Danish company, to launch a line of sleepwear apparel called The Intimate Britney Spears.
The collection will launch Sept. 9 in New York, with an appearance by Spears. It will be sold at intimatebritneyspears.com in the U.S. and Canada, barenecessities.com and some specialty boutiques throughout the U.S. and Canada. Change has more than 180 lingerie stores internationally and plans to open 40 more in 2015. Spears’ lingerie will be carried in those outposts as well, according to a spokeswoman.
The collection features feminine lingerie sets, vintage-inspired bustiers and kimonos, as well as loungewear such as jersey camisoles, shorts and sweats. Details include crocheted edges, satin ribbons and lace trim. Bras will have A through J cup sizing, and the bottoms range from sizes 0 to 28. The line will retail from $17 to $79.
Spears shared a glimpse of the collection on her Instagram Wednesday, in which she models a black bra and high-waisted panties.
“Every woman should feel confident and beautiful in everything she puts on. My vision for The Intimate Britney Spears is to create pieces that are sexy, luxurious and comfortable at the same time,” said Spears, who released her eighth studio album, “Britney Jean,” in November. She is performing in her Planet Hollywood Las Vegas show, “Britney: Piece of Me.”
Spears is about to launch her 16th fragrance with Elizabeth Arden called Fantasy Stage Edition. In 2010, Spears did a limited-edition, co-branded collection with Candie’s for Kohl’s stores. The prior year she was tapped as the face of the Candie’s brand.