Macy’s Announces the Exclusive U.S. Launch of HEIDI by Heidi Klum

Macy’s has joined forces with world-renowned style icon Heidi Klum to offer a contemporary collection of intimate apparel. The HEIDI by Heidi Klum line will be available exclusively at Macy’s stores and on macys.com in the United States and offers four essential bra styles and four panty styles, providing various options for look and fit.

Macy's announces the launch of HEIDI by Heidi Klum, available at select stores and on macys.com (Photo: Business Wire)

The collection is focused on design and technology to offer women an assortment of lingerie that delivers the two most important elements of intimate apparel: impeccable fit and superb style, both at incredible value, ranging from $12 to $44.

The Emmy®-winning Project Runway host, designer and supermodel, Heidi Klum is one of the most recognized faces in fashion and is now Creative Director for globally-renowned lingerie group Bendon’s flagship Intimates collection. “HEIDI by Heidi Klum offers the ultimate selection of lingerie styles every woman should have in her closet,” said Klum. “From the perfect boost to the most natural shape, I am very excited for women to experiment with the fun and feminine styles this collection offers.”

Bra styles include the Heidi Boost, Heidi Fit, Heidi Smooth and Heidi Natural. Heidi Boost features a deep plunge and super soft gel pads for maximum lift. Heidi Fit is a sporty demi-cut bra designed to disappear under revealing necklines. A customized uplift pad and supple foam pads provide the perfect lift and comfort for any cup size, as well as a more natural feel. Heidi Smooth is designed to achieve perfect coverage. Lightly lined with memory foam pads that mold to the body, this bra provides gentle lift and is invisible underneath clothing. Heidi Natural boasts a sexy shape with a lower cut and is unlined to eliminate bulk for a natural lift. The four panty styles in the range include bikini, hipster, cheeky and thong. The bikini and hipster styles provide more coverage, with the cheeky and thong offering sexier options.

Beautiful design and fit are enhanced by the luxe fabrics that compose the collection. The lace, mesh, marl and modal in which the styles are rendered make women look and feel amazing. Additionally, details like ribbon stripes, neon contrast stitching and geometric lace add panache for sophisticated, yet daring pieces. Peek-a-boo keyhole cutouts and racer-back cuts provide bold, feminine touches.

“The collection feels fresh and feminine with beautiful lace details,” said Kimberly Hugonnet, Macy’s vice president and fashion director for Center Core. “Each piece expresses great attention to quality and fit – available at an affordable price that our customers will love.”

Justin Davis Rice, CEO of Bendon added, “The design and fit of the HEIDI by Heidi Klum collection is unrivalled in the market and we are thrilled to be offering it to consumers exclusively with Macy’s in the United States.”

The collection consists of 30 pieces, ranging in size from 32A to 38DD and small to extra-large. Items are priced from $12 for panties to $42 and $44 for bras and will be included in most Macy’s sale events to offer additional opportunity for even greater value. HEIDI by Heidi Klum is currently available at more than 100 Macy’s stores nationwide and on macys.com.

About Macy’s

Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), delivers fashion and affordable luxury to customers at approximately 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at macys.com. Via its stores, e-commerce site, mobile and social platforms, Macy's offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy's flagship stores -- including Herald Square in New York City, Union Square in San Francisco, State Street in Chicago, and Dadeland in Miami and South Coast Plaza in southern California -- are known internationally and are leading destinations for visitors. Building on a more than 150-year tradition, and with the collective support of customers and employees, Macy's helps strengthen communities by supporting local and national charities giving more than $70 million each year to help make a difference in the lives of our customers.

About Heidi Klum

Heidi Klum established herself as a top model, making great impact for clients and appearing on the covers of pop-culture mainstays including the Sports Illustrated Swimsuit issue. Klum is the Emmy-winning host and executive producer of the 10-time Emmy-nominated Project Runway. Klum's charity involvements include work with the Children's Hospital Los Angeles, UNICEF, American Red Cross and God's Love We Deliver. Klum also appears in PSAs for the Entertainment Industry Foundation's Stand Up to Cancer program.

About Bendon

Bendon is a world leader in intimate apparel. Founded in 1947, the company revolutionized the lingerie industry through quality and innovation, creating a design philosophy that has grown stronger throughout the company’s 67 year history. Bendon's brands include Heidi Klum Intimates, Bendon, Bendon Man, Davenport, Evollove, Fayreform, Hickory, Lovable, Pleasure State and Stella McCartney Lingerie. Globally the company’s brands are distributed through over 4,000 doors across 34 countries as well as a growing network of 60 company-owned Bendon retail and outlet stores in Australia, New Zealand and the United Kingdom. Bendon maintains offices in Auckland, Sydney, Melbourne, New York, London and Hong Kong.

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