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Elle Macpherson launching new lingerie line

FashionBy Sunday World
Elle Macpherson launching new lingerie line

Elle Macpherson is launching a new underwear range.

The supermodel is teaming up with Australian company Simon de Winter Group on the new collection, which will hit shelves Down Under, New Zealand and the U.K. from 29 August (16). However WWD reports Australian department store Myer has already started selling a new range called Elle Macpherson Body, with a click-and-collect option for shoppers in Sydney starting from Wednesday (17Aug16). Representatives for both Myer and Simon de Winter chose not to confirm or deny if this is Elle’s new range.

Elle’s latest venture is her second foray into the underwear market, after her success with the Elle Macpherson Intimates line. The range debuted in 1990 in partnership with Bendon Limited Apparel, and quickly became the best-selling lingerie line in both Great Britain and Australia. However in 2014 Elle lost the job to Heidi Klum, with the collection morphing into Heidi Klum Intimates.

Although Elle hasn’t officially unveiled any of her new designs yet, she has previously spoken about what she likes when it comes to lingerie.

“Retro-style underwear is definitely a fashion statement and I have always borrowed from different eras in my designs,” she told Britain’s The Independent newspaper. “Corsetry has always been important to me in design but I think it's important not to compromise comfort for style. I have never been a fan of big pants though."

“I think you can look and feel sexy and still be comfortable,” she added. “Technology has really evolved and we can now create beautiful bras for a bigger bust without compromising the style and comfort.”

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