Heidi Klum has released her first Intimates line after taking over from Elle Macpherson as the brand’s partner and creative director.
The supermodel is featured in a new ad campaign for the launch of Heidi Klum Intimates, marking her return to lingerie modeling after a five-year hiatus.
In October last year it was announced that New Zealand group Bendon was bringing its 25-year partnership with Macpherson to and end, and partnering with Klum.
The Elle Macpherson Intimates line has now been replaced by Heidi Klum Intimates, while the Macpherson Men and The Body lines have become HKMAN.
The new campaign was shot in LA by famed photographer and longtime collaborator, Rankin, and shows Klum modeling everyday lingerie inspired by famous French landmarks.
“It was so exciting to shoot the first ever Heidi Klum Intimates campaign with Rankin,” said Klum. “I’ve always loved modeling lingerie and it was fun to get back in front of the camera wearing beautiful pieces. I can’t wait for the collection to arrive in stores in January.”
Bendon CEO Justin Davis-Rice added: “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 debut collection is due to hit stores this month in over 1800 retail locations worldwide.