JCPenney unveils new lingerie brand THE BODY by Elle Macpherson Intimates™

PLANO, TX, 2014-4-8 — /EPR Retail News/ — JCPenney (NYSE: JCP) and legendary supermodel Elle Macpherson are taking the plunge this spring to introduce an exclusive new lingerie brand, THE BODY by Elle Macpherson Intimates™. Coinciding with the launch, JCPenney is creating an elevated shopping experience in lingerie by adding certified bra-fit specialists, enhancing its visual presentation and offering an alluring collection of bras, panties and shapewear from national and private brands – including the recent return of customer favorite, Ambrielle®.

The Body for Everybody
International supermodel and celebrity Elle Macpherson is bringing her nickname “The Body” to JCPenney with the debut of THE BODY by Elle Macpherson Intimates. The line of invisible t-shirt bras and panties are designed for comfort and fit in the flirty, feminine aesthetic for which Macpherson is known.

“I am intimately involved in the creation of all Elle Macpherson Intimates collections because I love helping women feel effortlessly beautiful. Lingerie is the first thing that she puts on every day, so it’s important that it makes her feel special,” said Elle Macpherson, creative director for Elle Macpherson Intimates. “Partnering with JCPenney allows me to fuel my passion for creating premium lingerie that is accessible to more women across America.”

Available on jcp.com and in 300 stores starting April 11, the holistic collection offers four distinct bra styles in smooth, natural, boost and fit with corresponding features that allow women to choose their level of support from modest to maximum lift. Coordinating panties also come in a range of shapes such as hipster, bikini and thong in fabrications that include stretch, seamless, mesh patterns and lace.

“Elle Macpherson has been on the cutting edge of innovation in the intimate apparel industry for more than two decades, combining impeccable design with luxurious fabrics,” said Ivy Spargo, SVP and general merchandise manager of intimate apparel for JCPenney. “We are thrilled to partner with Elle on this exclusive new collection and delighted to share her exceptional fashion expertise with our customers.”

An Uplifting Experience
According to industry experts, about eight out of every 10 women wear the wrong bra size.* To ensure customers choose the right size and shape, certified bra specialists are now on-hand in every store who are extensively trained in the science of fit. Additionally, more than 600 JCPenney stores will receive updates to its lingerie departments in May. New graphics, special fixturing and improved signage will better showcase the selection of sought-after brands, making the department a much easier place to shop. Similar to the apparel departments, lingerie will also feature average and full-figured mannequins to reinforce the availability of extended sizes.

Known for its portfolio of well-known trusted brands like Maidenform®, Bali®, Vanity Fair®, Playtex® and Warner’s®, JCPenney also reintroduced Ambrielle after overwhelming customer response to restore this popular private label brand. An in-house team of designers reinvented the line using sumptuous fabrics that take into account the diversity of female shapes and sizes. More than 80 panty and 60 bra choices, ranging from average to full-coverage, blend fashion and function to provide everyday support – or a little ooh-la-la – for those special occasions.

“Shopping for lingerie is very personal, and women are often loyal to their preferred destination,” Spargo added. “By offering the best brands, a greater level of service and an inspiring shopping environment, JCPenney is making the necessary improvements to reclaim its market share and attract an entirely new customer to our stores.”

For product images and store b-roll, visit jcpnewsroom.com or jcpenney.com to view the entire collection.

*According to Consumer Validation of New Bra Concept study by Griffin Strategic Partners, August 23, 2011.

JCPenney Media Relations:
(972) 431-3400 or jcpnews@jcp.com

Elle Macpherson Intimates:
Arthur Gallego
(917) 593-3097 or arthur.gallego@bendon.com

About JCPenney:
J. C. Penney Company, Inc. (NYSE: JCP), one of the nation’s largest apparel and home furnishing retailers, is dedicated to becoming America’s preferred retail destination for unmatched style, quality and value. Across approximately 1,100 stores and at jcp.com, customers will discover an inspiring shopping environment that features the most sought after collection of private, national and exclusive brands and attractions. For more information, please visit jcp.com.

About Bendon Group:
Bendon Group (www.bendongroup.com) is a leading, global provider of intimate apparel.  Founded in New Zealand in 1947, the Company distributes its stylish and comfortable products across 34 countries.  Ranging from high fashion to every day wear, Bendon Group’s products epitomise premium quality through design expertise and innovation.  The Company’s iconic brand portfolio includes Elle Macpherson Intimates, THE BODY Elle Macpherson intimates, Macpherson Men, Stella McCartney Lingerie, Pleasure State, Lovable, Hickory, Davenport, Fayreform, Bendon, Bendon Man, Evollove. Elle Macpherson Intimates is currently celebrating its 25th year of award winning excellence.

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Lingerie Allegedly Stolen From Madonna Photo Shoot

Someone allegedly stole 21 designer pieces of lingerie, including bras and thongs, from a Madonna photo shoot that took place in March, the New York Police Department and a designer representative say, DNAinfo New York reports.

The “Material Girl” dressed in the sexy underwear for Vogue’s Italian edition for men, L’uomo Vogue. Designer Deborah Marquit supplied the undergarments, which were put under a chair around 4 p.m. on March 20.

Soon after the shoot, which took place at Highline Stages on 440 W. 15th St. in New York City, finished around midnight, a staffer realized the bag of the expensive cloths was gone, according to police.

“It was a Madonna shoot for L’uomo Mag and It would be ideal is if [sic] someone found the bag of lingerie,” a spokesperson for the company told DNAinfo New York. “Deborah would love to get her collection pieces returned.”

The value of the 21 pieces that are missing total $3,405.

The newspaper points out that the pop star posted photos from the shoot on Instagram, saying some of the clothes were Armani.

“I am at a loss and wish the pieces would be found,” Marquit told DNAinfo New York via emial. “I am sure there is no one from the shoot that was involved, since nothing like this has ever happened before. There are alot of people on shoots and maybe whoever found them will return them.”

Editor’s note: An earlier version of this article had the incorrect prices for the undergarments. Deborah Marquit contacted EDGE with the following message:

“The premise of my brand is about offering high quality lace and luxury designer lingerie at affordable prices and each piece that was sent to the shoot had a retail value of $195-$225 per bra and thongs are $65 and bikini briefs etc range from $95-$115. (in total the 21 missing pieces are valued at $3405. retail) They are some of the favorite designs that I personally selected for the Madonna shoot Arianne Phillips the stylist whose work with Madonna I admire, and both Madonna , Arianne and many of my customers, including celebrities especially love the fit and hand workmanship that goes into each and every piece. They love the saturated colors and the photogenic quality, which is why they often request my pieces for shoots and not other generic brands.I am a New York Artist/Designer and a member of the CFDA and have been working on my company for almost 30 years….and the point of my collection is that is affordable luxury for everyone…”

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