Yahoo Lifestyle Heidi Klum To Launch Lingerie Line
Elle Macpherson and Heidi Klum.
Elle Macpherson has ended her 25-year relationship with lingerie licensee company Bendon, making way for Heidi Klum to step in.
The news was announced overnight as Macpherson's team confirmed she's looking to broaden her market to the US.
Klum claims she was approached directly by Bendon, which is expected to launch Heidi Klum Intimates by January 2015.
"I have many companies that come to me, but I wanted to be with someone who was as big as them, as established as them, as successful as them," Klum explained. "It wasn't me knocking at the door saying I want to take over. It was offered to me."
Klum's significant social media profile reportedly helped the model seal the deal - with 2.5 million Twitter followers, she was an obvious choice.
"I feel like with all the social media that I have, with the campaigns that we do, I hope that people will hear that I took over and I hope that they're happy about it," Klum told WWD.
The model will also launch a lower-priced collection called 'Heidi by Heidi Klum', which will retail from $25 to $39.
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