Fifty Shades of Grey lingerie hits Australia

Debut collection of licensed lingerie based on E L James' international best-seller lands exclusively at Target
Author:
Publish date:
Social count:
0
50ShadesLingerie.png

With a Christian Grey finally pinned down for the long awaited cinematic adaptation of Fifty Shades of Grey, the property is now expanding its empire with the launch of a licensed collection of lingerie.

Available exclusively at Target in Australia, the debut collection from Diamond Cut International features seven styles, named according to references in E L James' international best-selling trilogy.

With ranges including bustiers and balconette bras, suspenders, bikini briefs and g-strings, the Shades of Grey collection even features a pale blue Affaire range based on the Christian's first gift to Anastasia.

Target is supporting this key launch with a large scale marketing and PR campaign, incorporating outdoor, online and print advertising featuring some 'evocative photography.'

Sally Shing, general manager underwear, footwear, accessories and beauty, Target Australia, said: "The fifty Shades of Grey collection delivers a high quality line of lingerie that reflects our affordable and accessible prices.

"The brand is an enigma that continues to captivate women, and this collection channels ideas of romance into the evocative lingerie range."

To date, 90 million copies of James' novel have sold worldwide.

James said: "I am thrilled that Target will be the exclusive retailer of the official Fifty Shades of Grey lingerie in Australia, offering widespread access to the luxurious collection.

"We've worked together to ensure that range vividly evokes the passion of Anastasia and Christian. The collection is styled on the elegant pieces Anastasia receives from Christian, lifting the Fifty Shades of grey story off the pages and into the wardrobes of Australian women.

"The pieces tap into the fantasy world of the trilogy."

Yvonne King, director, Haven Licensing, the local representative for the brand, added: “Haven Licensing is delighted to have partnered with Target to deliver an exciting range of lingerie that appeals to women of all ages. Fifty Shades of Grey has been phenomenally popular in the Australian market and this is a long-anticipated launch.

“We look forward to building on this partnership with Target and to unveiling new categories over the coming months.”

Related

Featured Jobs

Historic Royal Places Job Logo 620 x 349

Licensing Executive

Historic Royal Palaces (HRP) is a successful, high performing organisation built on strong foundations. An independent charity, we manage the Tower of London, Hampton Court Palace, the Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle in Northern Ireland. We help everyone to explore the story of how monarchs and people have shaped society in some of the greatest palaces ever built.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.