New York, NY – August 12, 2014 – BIOFIT, America’s favorite bra, is back and it’s joining forces with Playboy to launch a new collection of intimate apparel centered on its customized push-up bra technology.
Bendon Group (Bendon), the intimate apparel company behind the renowned BIOFIT bra technology, as well as international brands including Elle Macpherson Intimates and Stella McCartney Lingerie, is partnering with Playboy Enterprises (Playboy) for “BIOFIT x Playboy” – a collaborative intimate apparel collection.
Available today via www.BIOFITxPlayboy.com, the BIOFIT x Playboy collection will launch with bras (band sizes 32 – 38; cup sizes A – DD) and panties (sizes XS – L) sets in various colors, prints and fabrics, as well as a corset (band sizes 32 -38; cup sizes A – DD).
- Solid: Nude and Black (bra and brazilian / thong panty)
- Lace or Lace Detail: Black Lace on Nude (bra, brazilian / thong panty, and corset); Hot Pink Lace on Nude (bra and brazilian / thong panty); Red with Black Lace, Blue with Black Lace, and Purple with Nude Lace (bra and brazilian / thong panty)
- Print: Dark Trellis in black and Light Trellis in white (bra and brazilian / thong panty)
BIOFIT is centered on customized padding technology – each fit offers unique inner support to create the perfect measure of cleavage according to cup size. With unique customization to create the perfect boost and fit, the much-loved BIOFIT bra set a new standard in intimate apparel and quickly became a wardrobe staple for lingerie lovers across the U.S. when it was first introduced to the marketplace at Victoria’s Secret.
The BIOFIT x Playboy collection heralds a new era in bra technology and fit with next generation features, including BIOFIT’s exclusive SecretService™ suede-touch lining, which is designed to keep wearers lifted, in place and adjustment-free all day.
“At Bendon, we’re proud to deliver the latest in intimate apparel innovation. BIOFIT x Playboy fuses the allure of Playboy with our renowned BIOFIT technology for a contemporary, stylish and seductive everyday line,” said Justin Davis-Rice, CEO, Bendon. “We couldn’t be more thrilled to partner these two iconic brands to offer customers with a new and improved intimates experience.”
The aesthetic of the intimate’s collection is inspired by Playboy, a global design-driven lifestyle brand with a longstanding history of involvement in the art and fashion space, including collaborative projects with Marc Jacobs, Dolce & Gabbana, Cushnie et Ochs, and SUPREME, among others.
“Playboy has celebrated the female form for more than 60 years and the BIOFIT x Playboy line honors that tradition with its seductive aesthetic, as well as the exquisite detailing and customized fit that Bendon brands are known for,” said Matt Nordby, President, Global Licensing, Playboy Enterprises. “We’re excited about the release of this collaboration that perfectly combines fashion and function.”
The BIOFIT x Playboy bras are available at the suggested retail price of $39.95-$49.95, the panties at $14.95, and the corset at $99.95.
Playboy is one of the most recognized and popular consumer brands in the world. Playboy Enterprises, Inc. is a media and lifestyle company that markets the brand through a wide range of media properties and licensing initiatives. The company publishes Playboy magazine in the United States and abroad and creates content for distribution via television networks, websites, mobile platforms and radio. Through licensing agreements, the Playboy brand appears on a wide range of consumer products in more than 150 countries as well as retail stores and entertainment venues. For more information about Playboy Enterprises, please visit www.playboyenterprises.com.
Bendon Group (www.bendongroup.com) is a leading, global provider of intimate apparel. Founded in New Zealand in 1947, the Company distributes its stylish and comfortable products across 34 countries. Ranging from high fashion to everyday wear, Bendon Group’s products epitomise premium quality through design expertise and innovation. The Company’s iconic brand portfolio includes Elle Macpherson Intimates, THE BODY Elle Macpherson Intimates, Macpherson Men, Stella McCartney Lingerie, Pleasure State, Lovable, Hickory, Davenport, Fayreform, Bendon, Bendon Man and Evollove. Elle Macpherson Intimates is currently celebrating its 25th year of award winning excellence.
# # #
Keri Osborne || Bendon Group || (212) 696 4570 || firstname.lastname@example.org