Fifty Shades Lingerie Hits Australia


Fifty Shades of Grey continues to expand its empire with the launch of the official Fifty Shades of Grey lingerie collection at Target in Australia.

Diamond Cut International created the luxury lingerie line, in a deal that was brokered by the brand’s Australian agent, Haven Licensing.

The debut collection features seven styles named after moments from the novels, including the delicate pale blue Affaire range based on the first lingerie Christian buys for Anastasia.

“The Fifty Shades of Grey collection delivers a high-quality line of lingerie that reflects our affordable and accessible prices,” says Sally Shing, general manager of underwear, footwear, accessories and beauty, Target Australia. “The brand is an enigma that continues to captivate women, and this collection channels ideas of romance into the evocative lingerie range.”

Items featured in the collection include bustiers, balconette bras, suspenders, bikini briefs, g-strings and a chemise.

“Haven Licensing is delighted to have partnered with Target to deliver an exciting range of lingerie that appeals to women of all ages,” says Yvonne King, director, Haven Licensing. “Fifty Shades of Grey has been phenomenally popular in the Australian market, and this is a long-anticipated launch. We look forward to building on this partnership with Target and to unveiling new categories over the coming months.”