Heidi Klum has unveiled her first lingerie line for Bendon.
The blonde beauty – who was called in to replace Elle Macpherson as creative director and campaign model after she announced she was leaving the company last year – released her first collection for the underwear giant today (15.01.15).
The spring 2015 line is modelled by Heidi herself in a campaign shot by famed photographer Rankin and is available to buy from department store Selfridges.
The 41-year-old model has also released her own menswear collection HKMAN and a Heidi by Heidi Klum range to replace Elle’s Macpherson Men and The Body lines.
While Elle’s collections for Bendon were estimated to be worth $150 million, it is thought their new collaboration with the German-born star will see the company’s retail orders rise by another 25 per cent.
Bendon’s CEO Justin Davis-Rice said: “Elle has been a great partner to Bendon, however it’s time to take the brand to even greater heights, and Heidi is perfectly positioned to do just that.”
He added that the former Victoria’s Secret model’s beauty and fun personality “embodies the spirit” of the Intimates collection.
He explained: “Heidi embodies the spirit of our Intimates brand – smart, sexy, beautiful and fun – and this shines through in the Heidi Klum Intimates campaign images.
“We’re incredibly excited to have partnered with her.”
The line – which was inspired by a ‘romantic journey through France’ – intends to capture the “essence of the Parisian landscape” and features pieces reflective of iconic French locations “from the Moulin Rouge in Paris, to the rolling hills of Provence, finishing in St. Tropez at the French Riviera.”