Elle Macpherson’s recently launched Body brand is now being stocked at House of Fraser, Selfridges, Net-a-Porter, Harrods and Harvey Nichols.
The move comes almost two years after departing the Bendon Group where she had a 25-year partnership. With the group Macpherson worked on her Intimates brand and Macpherson Men.
Commenting on her new brand, Macpherson said: “My aim was to design the perfect t-shirt bra, which I could never find, and I think I have achieved that.”
Macpherson received 50% investment for the brand from Australian entrepreneur Simon de Winter. She told The Guardian in September: “I looked at a lot of fashion for my colour palette – Gucci, Prada – and I found colours which work under clothes.
“I don’t want my bra to show under my white shirt, but I don’t want to wear a nude bra, so I have a beautiful greenstone colour that disappears under white.”