New Zealand-based intimate apparel giant Bendon has announced the launch of Heidi Klum Swim, marking its first foray into swimwear.
The move follows the successful launch of Heidi Klum Intimates in January 2015, which has sold in more than 2,000 stockists worldwide, including Selfridges and Figleaves.
As creative director, Klum has helped design a vibrant collection of modern separates, swimsuits and cover-ups, which will be introduced to retailers at Salon International de la Lingerie for the first time over the weekend.
Bendon, which also produces lingerie for Stella McCartney, Pleasure State, Fayreform and Lovable, is expecting a positive reaction to the new range.
“The swim styles, as expected, bring Heidi Klum’s distinctive handwriting to life in a range of modern colour ways, feminine silhouettes and impeccable fits that every woman can enjoy. An assortment of elegant beachwear, cover-ups and accessories complement and complete an outstanding debut collection," said Eugene Culhane, president for Bendon Europe.
On launching swimwear for the first time, Bendon chief executive officer, Justin Davis-Rice, told Women’s Wear Daily: “Swimwear has always been a part of the growth strategy for the Heidi Klum brand.
“It’s a natural category extension for Bendon, [because of] our technical knowledge in fit and production. And we have in Heidi Klum a creative director who not only brings credibility and exhaustive fashion credentials, but who also epitomises the essence of summer.”
Klum will also serve as the face of the collection in a multi-platform marketing campaign photographed by renowned fashion photographer and longtime collaborator, Rankin.
“Most of my career has been spent rolling around on beaches around the world, and I still love it, so we’ve been working on this for a while,” said Klum.
The Heidi Klum Swim collection offers cover-ups and swimwear in various shapes and fits, from modern separates and classic silhouettes to daring cut-outs in an array of bold summer tones, essential basic colorways, and vibrant prints. The addition of bespoke hardware and thoughtful detailing add a modern touch to each piece.
The Heidi Klum Swim collection launches in Europe and the Southern hemisphere in July.
Price points range from £48 to £120.