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.”