Penney to unveil exclusive partnership with supermodel Elle Macpherson

By ANNE D’INNOCENZIO, AP Retail Writer

NEW YORK (AP) — J.C. Penney is hoping that some supermodel magic will win over shoppers in the lingerie department.

The beleaguered department store chain is launching an exclusive lingerie collection in the U.S. with a partnership with Elle Macpherson, who along with Christy Turlington, Cindy Crawford and others defined a new generation of supermodels in the 1980s.

The collection will be in 300 of Penney’s 1,100 stores starting April 11. Penney says it will wait to see how the brand fares before deciding whether to roll it out to its other stores.

The collection, called The Body by Elle Macpherson, which refers to her nickname, offers bras and panties in mostly cotton. Its emphasis is on the smoothest, most precise fit that can be worn every day.

The collection builds on Macpherson’s lingerie business that she founded in 1990 with the launch of an collection of lacy and silk lingerie that’s sold at upscale stores here and abroad including Bloomingdale’s and Harrod’s.

The Body Bras top out at around $50, while bras in the Elle Macpherson Intimates Collection can go as high as $150. The bras have four distinct silhouettes designed to suit varying needs and body shapes: the push up, a sporty demi-cut version, an unlined alternative, and a subtle lift.

“I created this for myself, because I thought there was a gap,” Macpherson told The Associated Press. “I really wanted to address this idea of shape.”

Macpherson, who is creative director for a series of fashion business ventures, said Penney offers the opportunity to design for a wider audience.

The collection comes as Penney is trying to recover from a botched transformation spearheaded by its former CEO Ron Johnson, who was fired in April 2013 after 17 months on the job. That month, Mike Ullman, Johnson’s predecessor, returned to the helm and has restored frequent sales events and basic merchandise to help reverse plunging sales and massive losses.

A key focus: revitalizing its lingerie business. The partnership with Macpherson was forged under Johnson’s regime. But under the former Apple executive, Penney got rid of bra specialists and its store brand Ambrielle, a conservative line of lingerie. In February, Penney brought back the specialists and Ambrielle.

Also, more than 600 Penney stores will see their lingerie areas refreshed with new graphics and special fixtures.

Penney executives said Victoria’s Secret benefited the most from Penney’s woes when it came to lingerie sales.

“By offering the best brands, a greater level of service and an inspiring environment, J.C. Penney is making the necessary improvements to reclaim its market share,” said Ivy Spargo, a senior vice president for Penney.

Macpherson’s collection will be at the high end of Penney’s offerings. Bras are priced anywhere from $40 to $49, while panties will be priced at $12 to $14.

Spargo says Penney shoppers will be able to relate to Macpherson outside of being a celebrity.

“She’s a working mom. She’s a business owner,” she said.

Macpherson, who is based in London but travels around the world, says she’s “passionate” about lingerie. It began in 1990 with her partnership with Bendon Limited Apparel, the same manufacturer that is producing the line for Penney. It marked one of the first examples of a model becoming a fashion brand.

Macpherson said she created her original collection back then because she saw a void between European-style lingerie and the comfort that American brands offered.

“As a model, I was constantly getting undressed,” Macpherson added. “I wanted to make sure I looked good.”

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Copyright 2014 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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$3400 of Madonna’s Lingerie Stolen From Photo Shoot

Madonna has always been known for her brazen choice of brassieres. And decades after her infamous cone bra took flight, the Material Girl is embroiled in a bra scandal after a pricey underpinning went missing from the set of a New York photo shoot last month.

A total of 21 pieces designed by New York-based lingerie designer Deborah Marquit was stolen after the performer’s photo shoot with L’uomo Vogue. The pieces, valued at $3,405 at retail, were found missing around midnight after being stowed under a chair around 4 p.m. on March 20.

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When reached by email, a rep for the fashion label tells Pret-a-Reporter that the pull consisted of “a large amount of lingerie samples” that were borrowed for the shoot.

“We received only 13 pieces back of the 34 that were loaned to the shoot, and the rest were either lost or stolen because we never got them back,” the Marquit rep writes. “Deborah would just like the samples found and returned.”

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According to Marquit’s website, the designer’s pieces have been worn by Britney Spears, Hilary Swank and Rihanna, with everyday lace items starting at $65 for a thong and going up to $295 for a leopard bra. 

Pret-a-Reporter has reached out to Madonna’s rep for comment.

Editor’s note: An earlier version of this story misstated the cost of the missing items.

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