Supermodel Heidi Klum said she has finally been able to put her own stamp on her Intimates Line, a year after taking over the brand as creative director.
Consumers can expect to see softer, sexier and more delicate styles from the brand this season as Klum attempts to attract fashion-forward shoppers.
Speaking to Lingerie Insight’s Sarah Clarke in London today, Klum said her SS16 collection presents her own unique design handwriting.
“I think that you can slowly but surely see the difference, but obviously it takes a minute. When I launched with the Bendon group a year ago, I couldn’t really do anything at that point. I took over, but only started designing right after that. So now you can see the changes.
“I knew immediately what I wanted to change. I think some of the cups were not as sexy as they should be, so I’ve introduced a lot of new styles, but I’ve also kept the best-selling styles that customers love.”
Klum said that she has evolved the Intimates line to meet the demand for softer shapes made with stretch-lace and satin.
“It’s 2016 and there are different trends now. Styles that are popular now have more of a natural shape and are not as padded,” she added.
Heidi Klum Intimates was launched in partnership with New Zealand-based lingerie manufacturer Bendon in January 2015.
The brand is sold in more than 2,000 stockists worldwide, including Selfridges, John Lewis, Figleaves, ASOS and House of Fraser.
Read the April issue of Lingerie Insight, out next month, for the full interview with Heidi Klum.