Bendon, Heidi Klum Team for Intimates 2

Bendon has selected supermodel and TV host Heidi Klum to replace Elle Macpherson as the creative director and face of its flagship Intimates brand.

April 6, 2018

Bendon, Heidi Klum Team for Intimates 2

Intimate apparel company Bendon has selected supermodel and TV host Heidi Klum to replace Elle Macpherson as the creative director and face of its flagship Intimates brand.

Klum succeeds the follow supermodel after Macpherson's 25 years with the brand and the entire Elle Macpherson Intimates collection will be rebranded as Heidi Klum Intimates.

"As our industry continues to globalize, fresh designs and active publicity are becoming more and more important," says Justin Davis-Rice, chief executive officer, Bendon. "Elle has been a great partner to Bendon, however it's time to take the brand to even greater heights, and Heidi is perfectly positioned to do just that. From the first meeting it was obvious that we were destined to collaborate and work together–her energy, work ethic and passion for lingerie is incredible."

The new collection will launch in January 2015 and will also include a men's brand, HKMand, as well as Heidi by Heidi Klum, a more accessible line of every day essentials. Bendon

and Klum are also developed an expanded product collection that will other categories such as swimwear.   

"I've always loved lingerie and can't describe how incredibly exciting it is to globally launch my intimates collection with Bendon, a true leader of the industry," says Klum. "In addition to spending a majority of my career modeling lingerie, I am also a woman whose body has changed over the years. I am a mother of four children so I genuinely understand the importance of finding the right lingerie. I want women everywhere to feel sexy, empowered and confident in my collection every time they wear it."

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