Competing with high street giant Marks & Spencer just got even tougher with the launch of the Rosie for Autograph lingerie collection.
The range, fronted and co-created by Hollywood star and lingerie model Rosie Huntington-Whiteley hits stores and the M&S web site today.
The launch is supported by a massive marketing campaign running across print, online and television.
The Rosie for Autograph Collection comprises 33 pieces including silk lingerie sets, cami and French knicker sets, a teddy and a kimono style robe.
Bras and knickers come in a range of different shapes and are finished with pin tucked silk, fine lace edging and intricate deco detailing. Printed pieces are adorned with rose prints in muted tones.
Launching the range, Huntington-Whiteley said: “To find inspiration for the collection, I trawled my favourite vintage shops and flea markets in London, LA and Paris where I found a treasure trove of gorgeous clothes and ornate pieces of jewellery, as well as pictures and patterns found in old design books and fashion magazines.
“I was particularly drawn to the opulent elegance of the 20s era which really shows in my designs from the sumptuous silks I chose to the intricate deco inspired embroidery detailing on the garments.
“The palette was not only inspired by my favourite 20s pieces, but also it was largely influenced by the rich colours of different types of roses. From the muted tones of dusky pink and green through to dramatic scarlet blooms, I wanted the palette to evoke the beauty of a gorgeous British garden in Summer.
“I also drew on my experiences as a model to create lingerie pieces that work on the body and are as comfortable to wear as they are beautiful. My goal was to create a luxurious collection which could flatter women of all ages and sizes, inspiring confidence and making women feel gorgeous in their lingerie. I made sure each design incorporated different shapes of bra and knicker together with camis and kimonos to complement the figure.”
Soozie Jenkinson, dead of design for lingerie at M&S added: “It’s been a great experience working together with Rosie. She is as passionate about beautiful lingerie as we are. We have combined Rosie’s ideas with our extensive expertise in lingerie design and development to create a truly luxurious collection which is not only beautiful but also extremely accessible and affordable for our customers.”
Prices start at £12.50 for knickers, through to £22.50 for bras and £65 for the silk kimono. Bra sizes range from 30-40, with cup-sizes from A to E with selected styles available up to G. Knickers range from size 8 to 20.