Elle Macpherson's lingerie comeback is fit for the Body
Elle Macpherson has returned to the lingerie world with a strong and sexy new line.
The supermodel - nicknamed the Body - launched her original lingerie collection Elle Macpherson Intimates in partnership with Bendon Limited Apparel in 1990 to huge international success, becoming the single best-selling lingerie line in both the U.K and Australia.
It was one of the first instances of a crossover between a model and a fashion label, and set a standard for the licensing deals many models enjoy today. The 52-year-old parted company with Bendon in 2014, at which point Heidi Klum took over the Intimates line.
Now the Australian model is back with Elle Macpherson Body, marking her return to lingerie but this time with a very different approach to the design, and as an equal shareholder - owning 50 per cent of the company.
In an interview with Vogue.com, Elle described the line as having a “very sporty, sexy design aesthetic; a sort of dynamic simplicity in proportion, its colour, and shape”.
The model took inspiration from the catwalk, with its fashion-forward take on design inspired by labels such as Dolce & Gabbana, Celine, and Gucci. Elle also took a less is more stance on the design of her bra and panties this time round.
“I love the idea that there’s less ornamental decoration, like bows, and more clean lines. I think that’s a more modern approach to lingerie, so kind of a strong sporty/sexy. It’s less ‘boudoir,'" she explained to Vogue.
The first of the collection to hit stores is a T-shirt bra, which comes in eight colours and six different shapes, plus six panty shapes for the brand. Lace incarnations and a plethora of new shapes in both bottoms and bras will hit shelves soon.
“I really believe in something fresh every month,” Elle explained, as she revealed plans to see stores replenished with new stock every month as opposed to seasonally.
“I believe that lingerie needs to be very comfortable, as well as practical. Too often we think if it’s too pretty I can’t wear it, or it digs in or it’s not practical. You want bras that you can put on in the morning and wear all day. Day to night," she smiled.