(Filed Under wholesale Lingerie News). Elle Macpherson Intimates is launching a new high-end range, titled Obsidian, for the Spring 2010 season, which includes men's and women's styles.
Men's and women's styles will be sold in the Australia, while in the United States—where men's styles will not be seen—women's styles will be distributed under a license by New Zealand company Bendon Ltd's USA division. Women's styles will also be seen on the U.K. market.
According to the Bendon USA, Obsidian by Elle Macpherson Intimates continues the brand's tradition of making “beautiful lingerie,” but with “a distinct edge” and a less colorful palette than seen in the Elle Macpherson line. Shades featured in Obsidian are “monochromatic” and include black, charcoal, grey, ivory and soft pink. Fabrics, which are sourced from France, Japan and Italy, include laces, tulles, silks, embroideries and jacquards in women's lingerie, and cashmere, micromodal, bamboo cotton, sea cell and woven cotton in the men's line. Silhouettes for women include lace balconette bras and panties, while men's silhouettes consist of trunks, briefs, boxer briefs, crew neck T-shirts and loungepants.
“Obsidian is raw and sexy with a sophisticated edge,” Macpherson commented. “My intention with the design was to encompass sophistication, style, fashion-forward design with an intense desirability. The name Obsidian comes from the naturally occurring volcanic glass formed as rock which I found on a recent holiday with friends. It has all the passion and life force of premordial raw energy and seemed the perfect inspiration for this new collection.”
A black and white advertising campaign shot in New York City by Regan Camerson will launch alongside the line. Bendon said about the campaign: “With its dramatic imagery, [it] was inspired by the hard gloss of fashion advertising you would find in the '90's.”
For further information, call Bendon USA's New York City offices at (212) 696-4570, or e-mail Robin McCoy, marketing manager: Robin.McCoy@Bendon.com.
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