SYDNEY — Almost two years after New Zealand’s Bendon Group shuttered its 24-year-old Elle Macpherson Intimates range — then announced it would be replacing it with Heidi Klum Intimates — “The Body” is en route back to the intimate apparel sales floor.
The Melbourne-based Simon de Winter Group, Macpherson’s latest intimate apparel partner, plans to launch her new line in Australia, New Zealand and the U.K. on Aug. 29, a spokeswoman said. She declined to release further details.
At press time, however, Australian department store chain Myer had already just loaded onto the Myer e-commerce site what appears to be a brand new, seven story, 64-stockkeeping-unit intimate apparel range called Elle Macpherson Body, with a “click-and-collect” delivery option offered in the Sydney store as early as Wednesday.
Both the Simon de Winter rep and Myer declined to confirm or deny it is Macpherson’s new range with Simon de Winter.
Myer’s Elle Macpherson Body landing page features a lead image of another, younger model wearing Macpherson’s soft, padded T-Shirt Bra.
Tapping into the ath-leisure trend, Elle Macpherson Body boasts an abundance of bodysuits, crop tops, boyleg knickers, bright colors and sports mesh.
Prices start from 16.95 Australian dollars ($12.99 at current exchange) for a stretch geometric lace Tanga brief with flat banding and string sides in citronelle, Mykonos blue or nude. They top out at 99.95 Australian dollars ($76.60) for a Lash collection retro-printed, paper-touch fabric bodysuit with eyelash lace trim.
All products are embellished with a small signature rose gold ring on a flesh-colored tab.