Elle Macpherson Intimates launches posh sub-brand

Elle Macpherson Intimates, the popular brand that entered the lingerie market back in 2002, is launching a new premium sub-brand for “more sophisticated” customer, Obsidian.

The new brand’s first underwear line will be for Spring 2010.

According to Bendon, the licensee for EMI, this new brand will share the market niche with such designer brands as La Perla and Myla, as well as help EMI reach to more premium retailers, such as etailer Net-a-Porter.

We’ve also had a good response from Harvey Nichols, Harrods and Selfridges,” she said. “It’s not a fashion-led brand, so it is more understated and less about ostentation, which is very ‘now’,” Bendon President Beverly Hill said.

Obsidian will feature lingerie pieces made from luxurious fabrics including Japanese lace and Swiss embroidery.

Targeting at more sophisticated customer, however, means having higher retail prices.

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