Macpherson Men gives way to HKMan as Heidi Klum takes over flagship line at Bendon

Model and businesswoman Heidi Klum will succeed Elle Macpherson with her own lingerie line at Bendon, the company announced today.
   As of January, the entire range will be renamed, and Klum will take over Macpherson’s role as the creative director and the face of the brand.
   Heidi Klum Intimates will appear in 1,800 retail locations worldwide, while the men’s range, currently called Macpherson Men, will be named HKMan.
   In a release, Bendon CEO Justin Davis-Rice called Macpherson ‘a great partner to Bendon’ as the association ended.
   ‘From the first meeting [with Klum] it was obvious that we were destined to collaborate and work together—her energy, work ethic and passion for lingerie is incredible. I am looking forward to working with her as we continue to build on the heritage of our Intimates brand,’ he added.
   Both Davis-Rice and Eric Watson, who co-owns Bendon through his Cullen Investments, citing the globalization of the intimate apparel market, see Klum was being a recognizable face who the company can leverage.

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