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Elle Macpherson Intimates to launch  ‘more sophisticated’ sub-brand

Bendon, the licensee for the lingerie brand Elle Macpherson Intimates (EMI), is to launch a premium sub-brand called Obsidian under the EMI name for spring 10.

Obsidian will target a “more sophisticated” customer than the mainline and will sit alongside designer lingerie brands such as La Perla and Myla. The collection will incorporate luxurious fabrics including Japanese lace and Swiss embroidery. Retail prices will range from £55 to £75.

EMI has become one of the leading fashion lingerie brands since it launched in 2002. It has 200 doors in the UK including independents and department stores.

Beverly Hill, EU president of Bendon, said Obsidian would allow the EMI brand to extend its reach to target 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’.”

Hill added she planned to bring underwear brand Macpherson Men to the UK next year, after the launch of the main EMI brand into Europe. EMI entered the German market this month, with Denmark and Sweden pencilled in for November.

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