Bendon Group Announces the Global Launch of THE BODY Elle Macpherson Intimates, an Innovative and Uniquely Merchandised Collection of Intimate Apparel

SYDNEY, April 10, 2014 /PRNewswire/ --



Created and designed by Elle Macpherson, the collection delivers four silhouettes designed to offer the modern woman a wardrobe of second skin styles to support her through every aspect of her life. THE BODY Elle Macpherson Intimates draws inspiration from the sophistication and sensuality of the globally beloved Elle Macpherson Intimates collection, which is currently celebrating 25 years of award winning excellence.

     (Photo: http://photos.prnewswire.com/prnh/20140410/679998-a )

Leading the new collection and campaign is The Body herself, Australian and international icon Elle Macpherson, who returns in front of the camera with iconic imagery shot in New York by acclaimed photographer Regan Cameron.

Says Elle of the new collection, "I created THE BODY Elle Macpherson Intimates because I believe that a strong silhouette is the foundation of a great body shape, both under clothing and undressed.  I wanted to address everyday bras at accessible pricing with unique and easy to find merchandising in a crowded market."

THE BODY Elle Macpherson Intimates has four distinct silhouettes designed to suit needs and body shape:

THE BODY BOOST is an ultra-sexy maximum lift and plunge; ideal for those looking for a sexier silhouette;

THE BODY FIT is a sporty, sexy demi-cut bra featuring a customised lift for your shape and size;

THE BODY NATURAL collection is unlined for a natural lift for when you want nothing between you and your bra;

THE BODY SMOOTH molds to the body for a smooth fit and is lightly lined for a subtle lift for when you want your bra to be smooth and invisible.

Designed with fit and technology innovation the range combines smooth comfort with Elle's Australian spirit and a European handwriting of elegance, style and fashion.

"THE BODY Elle Macpherson Intimates is designed to ensure you feel your effortless best," says Elle. "When a woman enters a room I notice her silhouette; the strength, form and most importantly the presence behind it. I love my tribe of women to feel confident and to be themselves, effortlessly sexy… with THE BODY Elle Macpherson Intimates collection I'm saying, be you."

THE BODY Elle Macpherson Intimates is available exclusively from April 2014 in the following stores: 

JCPenney - USA 

Myer and David Jones - Australia 

Farmers Department Stores and Bendon Lingerie stores - New Zealand 

About Bendon Group: Bendon Group (http://www.bendongroup.com) is a leading, global provider of intimate apparel.  Founded in New Zealand in 1947, the Company distributes its stylish and comfortable products across 34 countries.  Ranging from high fashion to every daywear, Bendon Group's products epitomise premium quality through design expertise and innovation.  The Company's iconic brand portfolio includes Elle Macpherson Intimates, THE BODY Elle Macpherson intimates, Macpherson Men, Stella McCartney Lingerie, Pleasure State, Lovable, Hickory, Davenport, Fayreform, Bendon, Bendon Man, Evollove. Elle Macpherson Intimates is currently celebrating its 25th year of award winning excellence. 

SOURCE Bendon Group