Bendon, one of the world’s leading lingerie companies, has announced a new partnership with model Heidi Klum. She succeeds Elle Macpherson.
A beauty and fashion icon, it’s only natural that Bendon has chosen Heidi Klum to fill the role of ambassador and artistic director of its Intimates brand. The Heidi Klum Intimates line will be launched on January 1, 2015.
“It was time to give the brand a new dimension, and Heidi was the ideal choice. From the very first meeting, it was clear that we were destined to work together. Her energy, sense of ethics and passion for lingerie are exceptional. I look forward to working with her as part of our ongoing efforts to capitalize on the heritage of our Intimates brand.”
Justin Davis-RiceBendon CEO
The goal: to attract a wide audience
A multi-platform marketing campaign featuring Heidi Klum is about to be launched. It’s a campaign that should appeal to a wide range of lingerie lovers and fans of the model. What’s more, the Heidi Klum Intimates collection will be aimed at a wide audience. One line will be dedicated to men (HKMAN), while another, Heidi by Heidi Klum, will be more accessible and composed of basic items.
“I’ve always been passionate about lingerie. Being able to launch my Intimates collection worldwide with Bendon, a true leader in the industry, is such an exciting project that I can’t find the right words […] I want women all over the world to feel sexy and confident every time they wear pieces from my collection.”
Heidi Klum, Ambassador and Artistic Director of Intimates
For more information about Bendon, visit the Bendonlingerie.com website.
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