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Elle Macpherson will fly into Auckland this Wednesday to launch her new lingerie line, Elle Macpherson Body.
The Australian supermodel – who now lives in Florida, Miami – has been off the radar for a couple of years now, after stepping away from the Bendon lingerie brand, Elle Macpherson Intimates.
She was replaced by the brand in 2015 by model and television presenter, Heidi Klum.
Taking on role of entrepreneur – Elle holds a 50 per cent stake in the venture – the lingerie expert oversees all aspects of the business from concept through to design, as well as tending to the financial side, including investment and retail distribution.
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The label offers a contemporary take on lingerie – the unnecessary fuss is done away with in favour of functional pieces. The designs are sleek, the colours bold and there’s a fresh approach to detailing for those who love lace.
The brand’s built its reputation on creating great pieces, with Australian Vogue even going as far to call the relaunch a return of a cult classic.
Bringing together fit, comfort and style as well as the lifestyle needs of women here and in Australia, is the main focus of the brand, Elle told New Zealand Herald.
“Australia and New Zealand have such a fresh, uncontrived lifestyle that I have really tried to reflect in my brand, I believe that true luxury is comfort and style” Elle said.
While there’s always a focus on fashion, her pieces are cut to fit and flatter real bodies.
“In designing the collection I’ve paid close attention to detail but I don’t ever forfeit fit for fashion.”
