By Andrea Petrou on April 14th, 2011
Dita Von Teese is set to release her first lingerie range under her own name.
The burlesque star has signed a global licensing agreement with Australia’s Lime Door Brands for a collection of underwear to appear with her name.
As part of the deal, Dita and the branding firm will also become co-owners of other brands, including a line of dresses.
Dita, 38, told WWD: “I’m delighted to be in the process of creating both a line of retro-glamorous clothing and lingerie.”
The brands will first be introduced to Australia later this year, with plans to expand to the UK, then other markets later.
Michele Hamdorf, CEO of Lime Door, said: “Dita Von Teese is world-renowned as a burlesque performer. She is probably best described as an old-school Hollywood siren.
“Her success has been based on her strong head for business and her distinctiveness. As a brand strategist and developer, I am certain that our collaboration will prove similarly successful.”
The star’s raunchy performances often see her in little more than scant underwear, and she has previously spoken about the importance of wearing fancy smalls.
She said: “Indulging in elegant lingerie isn’t about the seduction of another person, it’s about seducing yourself first and embracing womanhood and femininity.”
Dita also has already proved herself in the underwear market, with a successful line for Wonderbra.
She added: “I did a line with Wonderbra, which was only in Europe – it did really well. I’d like to remind women, especially in America, that lingerie can be beautiful and functional. You don’t have to have your work lingerie and your date lingerie; it can be the same thing. I want to do bigger sizes, because I have a lot of female fans that are curvy girls.”
Dita’s collection will include sizes from extra small to plus sizes, as well as bras that are sized up to E cup.