Bendon’s decision to replace Elle Macpherson with Heidi Klum as the creative director of its Intimates collection will have little impact as long as the focus remains on quality, lingerie buyers have said.
The lingerie group will launch Heidi Klum Intimates on January 1, after ending its relationship with Macpherson this season.
However, Macpherson still owns the rights to the Elle Macpherson Intimates name and plans to find a new supplier to set up the brand in the US and extend into new categories including activewear and swimwear.
Lingerie buyers told Drapers their main concern was the quality of Bendon’s product, not the face behind it.
Debenhams head of lingerie buying and design Sharon Webb said: “Whoever the face is, the most important thing is to keep the product quality; customers will always respond to a good product.”
She added that both Macpherson and Klum are “credible” as designers. “They both have wide appeal and are good businesswomen. You can believe they are involved in the design.”
In contrast, Georgina Willis, owner of independent Guilt Lingerie in Chichester, said: “I’d rather see a really talented designer be successful under their own name rather than under a celebrity name.”
She also said the similarities between Heidi Klum Intimates and the Heidi Klein swimwear labels could confuse shoppers.