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Elle Macpherson launches new lingerie line in New Zealand

13 September 2016

WORDS BY Fashion Quarterly New Zealand

TORONTO, ONTARIO - APRIL 15: Elle Macpherson attends the 3rd Annual Canadian Arts And Fashion Awards held at the Fairmont Royal York Hotel on April, 2016 in Toronto, Canada. (Photo by George Pimentel/WireImage)

Elle Macpherson will be visiting Auckland this week to launch her new lingerie collection, Elle Macpherson Body.

Elle, who now lives in Miami, Florida, will fly into the country this Wednesday to launch her new collection, and the range will be available in stores from Thursday.

The Australian supermodel was the face of the Bendon lingerie brand Elle Macpherson Intimates, but she stepped away from the company last year. She was replaced by model and television presenter Heidi Klum.

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Taking on the 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 has built its reputation on creating great pieces, with Australian Vogue even going as far to call the “relaunch a return of a cult classic”.

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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 The 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.

https://www.instagram.com/p/BKFh_tAhRqK/?taken-by=ellemacphersonbody&hl=en

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.”

Words: Emilia Mazza
Photos: Supplied

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