Elle, the global fashion, beauty and lifestyle magazine-turned lifestyle brand is moving into the ‘intimate apparel’ market thanks to a new partnership with Delta Galil UK.
The deal was brokered by Elle’s licensing agency, Three60 Brands and Legardére Active Enterprises, the managing unit of all Elle non-media brand extensions, and will see Delta Galil develop a line of Elle-branded lingerie, loungewear and swimwear. The first of its collections will launch in early 2020.
This launch sees Delta widening its license coverage in UK, Europe and Russia whilst adding new territories such as the Middle East and Australia.
The design and innovation team at Delta have worked to embrace what it is to be an ‘ELLE woman’ and through collaboration with the creative team at ELLE has created Intimates collections that “remain true to the Parisenne heritage of the brand.”
The ‘24-7’ Lace collection combines feminine laces and meshes with subtle ELLE branding, while the ‘24-7 Signature’ range promotes the fun and colour of ELLE in a range of comfortable everyday seam free underwear.
Camille Thelu, vice president and managing director, Lagardère Active Enterprises EMEA & India, said: “Announcing the introduction of the chic ELLE lingerie and swimwear collections with such a globally renowned company as Delta Galil is a very exciting development for our brand in Europe, Middle East and Australia.
“I believe that our partnership will be mutually beneficial and successful in developing the ELLE brand presence and unique French heritage in this key category.”
Also speaking about the new partnership, Michael Eels, director at Delta Galil UK, added: “We are delighted and excited as we embark on this collaboration with such an iconic fashion publication as ELLE. The opportunity to bring beautiful, aspirational intimate apparel to the market place in conjunction with the team at ELLE was something we could not resist.”