Australian brand development company lime door brands in conjunction with lingerie company Diamondcut International today announces Target Australia as the exclusive Australian retailer of the upcoming lingerie collection designed by international style icon, Dita Von Teese. Entitled Von Follies by Dita Von Teese, the range will be available in Target Australia stores across Australia from early February 2012.
Von Follies by Dita Von Teese was inspired by Dita’s long-time love of lingerie and her own personal collection of vintage lingerie. The launch range combines sophistication and sensuality with distinct touches such as grosgrain and velvet ribbons, delicate eyelash lace, and control mesh to give the essence of the sultry 1950’s glamour girl.
True to Dita Von Teese’s signature style, the collection encapsulates an iconic vintage feel including one of her personal favorites, the overwire bra and high waisted panties, garter belts and lovely corsolettes. Each item enhances the feminine silhouette that Dita Von Teese is world renowned for representing.
Explaining the inspiration for the range, Dita Von Teese noted, “There are so many vintage lingerie pieces I love that I haven’t been able to find in all my years of collecting. I wanted to design pieces that are tributes to my vintage obsessions, to make them beautiful and functional, while modernising them for everyday wear.”
“I’ve had a longtime fascination with the 1950’s era overwire bras. It’s something that has been quite a task to create, but the end result is so chic, and so unique, I’m very proud of it. It’s a statement piece meant to be seen. I am also very happy with the beautiful panties we’ve made and can’t wait to have them in my lingerie drawer! They are so comfortable and sexy, and flattering on any shape,” she said.
The range features ten collections that range from black lingerie sets that Dita Von Teese feels every woman should own, to bold luxurious reds, nudes with black lace overlay, vintage-inspired pale shades of satin, and even an animal print.
The stylish range also represents great value to customers. Bras and briefs will range from $17.00 with exquisite bustiers and fitted corsolettes ranging from $79.00.
Dita Von Teese explains, “It was very important to me to offer lingerie in a large range of sizes. Size range was one of the first things I asked when I was approached to create this collection. It was important to me to accomplish the task of making these beautiful things in sizes that can make any woman feel sexy and glamorous, and I’m very proud that we have been able to do that, while keeping prices affordable,” she concluded.
The first pieces from the collection will be in Target Australia stores across Australia from early February 2012 with exciting new product lines to be introduced in March and April 2012. To ensure that all Australian women have easy access to this exclusive range, Von Follies by Dita Von Teese will also be available for purchase online from the Target Australia website at www.target.com.au from early February 2012.
Target Australia completed customer research across two phases in 2010 and 2011 to determine awareness and sentiment on the Dita Von Teese collaboration. The results were positive with the majority of customers viewing Dita Von Teese as a classic, feminine, well presented and confident woman. In addition, customers saw the introduction of a feminine lingerie line by Dita Von Teese as a positive step for Target’s fashion credentials and were particularly keen to see the range cater for all shapes and sizes, including fuller figured women.
Murray Chenery, Chief Marketing Officer, Target Australia commented, “We believe the launch of Von Follies by Dita Von Teese will strengthen Target Australia’s reputation as a modern, fashion-led retailer and expect the range to be embraced by our customers. We have taken on board the sentiments of our customers to develop the range and deliver what they have asked for.”
“Target Australia is thrilled to work with the talented Dita Von Teese on her first ever, worldwide lingerie collection. The Von Follies by Dita Von Teese brand will form part of our successful Designers for Target program, and further establishes Target Australia as a retailer that continues to provide Australians with stylish, affordable fashion,” he said.
Lime door brands and Diamondcut International plan to extend the product range in 2012 as they prepare the brand for global distribution.
“With a Twitter following of over 900,000, Dita Von Teese is one of the world’s most popular style icons and her success can be attributed to strong business acumen and distinctive style. As a brand strategist, I am certain that our collaboration with Dita Von Teese and Australian distribution through Target Australia stores nationally will be a tremendous success,” said lime door brands founder and CEO Michele Hamdorf.