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Heidi Klum Launches New Lingerie Line

Heidi Klum with slicked back hair

Image: Rob Rich/

Gymwear, kidswear and now intimates. Heidi Klum sure knows how to sell clothes and that’s probably why lingerie seller Bendon tapped the model to design an intimates collection. Starting this January, Heidi Klum Intimates will replace Elle MacPherson’s line of lingerie for Bendon, which she had been affiliated with for 25 years.

Klum’s underwear lines will include a high-end option (prices ranging from $59-$99), a diffusion Heidi by Heidi Klum collection ($25-39) and a menswear option, HK Man. You can expect the line to have Bendon’s mainstay silhouettes, though Klum says she will be adding her special touch to the product.  

As with all celebrity/model turned designers, we’re left to wonder what expertise they bring to the table. In Heidi’s case, the answer is plenty. As she told WWD“I’ve seen a lot of lingerie in the past 20 years, probably more than anyone. Most women put on a bra in the morning and take it off at night. Sometimes I have like 10 or 15 of them on a day. I’ve learned so much in the years that I’ve been modeling lingerie, so I don’t come completely out of left field in terms of knowing about the product. It’s not like I’m an athlete and all of a sudden I’m going into the lingerie industry.”

We’ll have to wait until the start of the new year to see what Klum’s got up her sleeve, but something tells us this one’s going to be a crowd-pleaser. Will you be buying Heidi’s underwear?

[via WWD]