Macy’s Announces the Exclusive U.S. Launch of HEIDI by Heidi Klum
April 22 2015 - 10:00AM
Business Wire
Celebrated style icon Heidi Klum has partnered
with Macy’s to offer an exclusive collection of intimate apparel
now available at stores nationwide and on macys.com
Macy’s has joined forces with world-renowned style icon Heidi
Klum to offer a contemporary collection of intimate apparel. The
HEIDI by Heidi Klum line will be available exclusively at Macy’s
stores and on macys.com in the United States and offers four
essential bra styles and four panty styles, providing various
options for look and fit.
Macy's announces the launch of HEIDI by
Heidi Klum, available at select stores and on macys.com (Photo:
Business Wire)
The collection is focused on design and technology to offer
women an assortment of lingerie that delivers the two most
important elements of intimate apparel: impeccable fit and superb
style, both at incredible value, ranging from $12 to $44.
The Emmy®-winning Project Runway host, designer and
supermodel, Heidi Klum is one of the most recognized faces in
fashion and is now Creative Director for globally-renowned lingerie
group Bendon’s flagship Intimates collection. “HEIDI by Heidi Klum
offers the ultimate selection of lingerie styles every woman should
have in her closet,” said Klum. “From the perfect boost to the most
natural shape, I am very excited for women to experiment with the
fun and feminine styles this collection offers.”
Bra styles include the Heidi Boost, Heidi Fit, Heidi Smooth and
Heidi Natural. Heidi Boost features a deep plunge and super soft
gel pads for maximum lift. Heidi Fit is a sporty demi-cut bra
designed to disappear under revealing necklines. A customized
uplift pad and supple foam pads provide the perfect lift and
comfort for any cup size, as well as a more natural feel. Heidi
Smooth is designed to achieve perfect coverage. Lightly lined with
memory foam pads that mold to the body, this bra provides gentle
lift and is invisible underneath clothing. Heidi Natural boasts a
sexy shape with a lower cut and is unlined to eliminate bulk for a
natural lift. The four panty styles in the range include bikini,
hipster, cheeky and thong. The bikini and hipster styles provide
more coverage, with the cheeky and thong offering sexier
options.
Beautiful design and fit are enhanced by the luxe fabrics that
compose the collection. The lace, mesh, marl and modal in which the
styles are rendered make women look and feel amazing. Additionally,
details like ribbon stripes, neon contrast stitching and geometric
lace add panache for sophisticated, yet daring pieces. Peek-a-boo
keyhole cutouts and racer-back cuts provide bold, feminine
touches.
“The collection feels fresh and feminine with beautiful lace
details,” said Kimberly Hugonnet, Macy’s vice president and fashion
director for Center Core. “Each piece expresses great attention to
quality and fit – available at an affordable price that our
customers will love.”
Justin Davis Rice, CEO of Bendon added, “The design and fit of
the HEIDI by Heidi Klum collection is unrivalled in the market and
we are thrilled to be offering it to consumers exclusively with
Macy’s in the United States.”
The collection consists of 30 pieces, ranging in size from 32A
to 38DD and small to extra-large. Items are priced from $12 for
panties to $42 and $44 for bras and will be included in most Macy’s
sale events to offer additional opportunity for even greater value.
HEIDI by Heidi Klum is currently available at more than 100 Macy’s
stores nationwide and on macys.com.
About Macy’s
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M),
delivers fashion and affordable luxury to customers at
approximately 800 locations in 45 states, the District of Columbia,
Puerto Rico and Guam, as well as to customers in the U.S. and more
than 100 international destinations through its leading online
store at macys.com. Via its stores, e-commerce site, mobile and
social platforms, Macy's offers distinctive assortments including
the most desired family of exclusive and fashion brands for him,
her and home. Macy's is known for such epic events as Macy's 4th of
July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as
spectacular fashion shows, culinary events, flower shows and
celebrity appearances. Macy's flagship stores -- including Herald
Square in New York City, Union Square in San Francisco, State
Street in Chicago, and Dadeland in Miami and South Coast Plaza in
southern California -- are known internationally and are leading
destinations for visitors. Building on a more than 150-year
tradition, and with the collective support of customers and
employees, Macy's helps strengthen communities by supporting local
and national charities giving more than $70 million each year to
help make a difference in the lives of our customers.
About Heidi Klum
Heidi Klum established herself as a top model, making great
impact for clients and appearing on the covers of pop-culture
mainstays including the Sports Illustrated Swimsuit issue. Klum is
the Emmy-winning host and executive producer of the 10-time
Emmy-nominated Project Runway. Klum's charity involvements include
work with the Children's Hospital Los Angeles, UNICEF, American Red
Cross and God's Love We Deliver. Klum also appears in PSAs for the
Entertainment Industry Foundation's Stand Up to Cancer program.
About Bendon
Bendon is a world leader in intimate apparel. Founded in 1947,
the company revolutionized the lingerie industry through quality
and innovation, creating a design philosophy that has grown
stronger throughout the company’s 67 year history. Bendon's brands
include Heidi Klum Intimates, Bendon, Bendon Man, Davenport,
Evollove, Fayreform, Hickory, Lovable, Pleasure State and Stella
McCartney Lingerie. Globally the company’s brands are distributed
through over 4,000 doors across 34 countries as well as a growing
network of 60 company-owned Bendon retail and outlet stores in
Australia, New Zealand and the United Kingdom. Bendon maintains
offices in Auckland, Sydney, Melbourne, New York, London and Hong
Kong.
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20150422005913/en/
Macy’s Media RelationsJulie Strider Fukami,
646-429-5213julie.striderfukami@macys.comorBilly Dumé,
646-429-7449billy.dume@macys.com
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