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NEW YORK (AP) – J.C. Penney is hoping that some supermodel magic will win over shoppers in the lingerie department.
The beleaguered department store chain is launching an exclusive lingerie collection in the U.S. with a partnership with Elle Macpherson, who along with Christy Turlington, Cindy Crawford and others became part of a new generation of supermodels in the 1980s.
The collection will be in 300 of Penney’s 1,100 stores starting April 11. Penney says it will wait to see how the brand fares before deciding whether to roll it out to its other stores.
The collection, called The Body by Elle Macpherson, which refers to her nickname, offers bras and panties in mostly cotton. Its emphasis is on the smoothest, most precise fit that can be worn every day.
The collection builds on Macpherson’s lingerie business that she founded in 1990 with the launch of an collection of lacy and silk lingerie that’s sold at upscale stores here and abroad including Bloomingdale’s and Harrod’s.
The Body Bras top out at around $50, while bras in the Elle Macpherson Intimates Collection can go as high as $150. The bras have four distinct silhouettes designed to suit varying needs and body shapes: the push up, a sporty demi-cut version, an unlined alternative, and a subtle lift.
“I created this for myself, because I thought there was a gap,” Macpherson told The Associated Press. “I really wanted to address this idea of shape.”
Macpherson, who is creative director for a series of fashion business ventures, said Penney offers the opportunity to design for a wider audience.
The collection comes as Penney is trying to recover from a botched transformation spearheaded by its former CEO Ron Johnson, who was fired in April 2013 after 17 months on the job. That month, Mike Ullman, Johnson’s predecessor, returned to the helm and has restored frequent sales events and basic merchandise to help reverse plunging sales and massive losses.
A key focus: revitalizing its lingerie business. The partnership with Macpherson was forged under Johnson’s regime. But under the former Apple executive, Penney got rid of bra specialists and its store brand Ambrielle, a conservative line of lingerie. In February, Penney brought back the specialists and Ambrielle.
Also, more than 600 Penney stores will see their lingerie areas refreshed with new graphics and special fixtures.
Penney executives said Victoria’s Secret benefited the most from Penney’s woes when it came to lingerie sales.
“By offering the best brands, a greater level of service and an inspiring environment, J.C. Penney is making the necessary improvements to reclaim its market share,” said Ivy Spargo, a senior vice president for Penney.
Macpherson’s collection will be at the high end of Penney’s offerings. Bras are priced anywhere from $40 to $49, while panties will be priced at $12 to $14.
Spargo says Penney shoppers will be able to relate to Macpherson outside of being a celebrity.
“She’s a working mom. She’s a business owner,” she said.
Macpherson, who is based in London but travels around the world, says she’s “passionate” about lingerie. It began in 1990 with her partnership with Bendon Limited Apparel, the same manufacturer that is producing the line for Penney. It marked one of the first examples of a model becoming a fashion brand.
Macpherson said she created her original collection back then because she saw a void between European-style lingerie and the comfort that American brands offered.
“As a model, I was constantly getting undressed,” Macpherson added. “I wanted to make sure I looked good.”
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Fifi Geldof has posted an emotional tribute to her sister Peaches, who died on Monday at the age of 25, on her Instagram page.
Fifi posted this picture to Instagram on Tuesday, which shows the two sisters – who have a six-year age gap – as young children.
Fifi and Peaches Geldof as children
Alongside the photo, Fifi wrote: “My beautiful baby sister… Gone but never forgotten. I love you, Peaches x”
The police were called to Peaches’ home in Kent on Monday, where her body was discovered.
The 25-year-old lived in the town of Wrotham with her husband Thomas Cohen and their two children, 23-month-old Astala and 11-month-old Phaedra.
Fifi has another younger sister, Pixie, as well as a half-sister Tiger Lily, whose father was INXS singer Michael Hutchens. The girls’ mother Paula Yates died of a heroin overdose in 2000.
In addition to Fifi’s tribute, several of Peaches’s famous friends – including Lily Allen, Kelly Osbourne and Daisy Lowe – have publicly paid their respects to the star.
Her father Bob Geldof remembered Peaches fondly in his own emotional statement, saying: “She was the wildest, funniest, cleverest, wittiest and the most bonkers of all of us.
“We loved her and will cherish her forever.”
The last photo Peaches posted to her own Instagram page two days before her tragic and untimely passing was a picture of herself as a child with her late mother.
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The last pic of Peach uploaded to her Instagram on 5th April
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FF Autumn/Winter Collection launch – London
Peaches Geldof attending the launch of the Famp;F Mens and Womens Autumn/Winter collection at Somerset House, London.
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NME Awards 2014 – Arrivals – London
Peaches Geldof arriving for the 2014 NME Awards, at Brixton Academy, London.
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NME Awards 2014 – Arrivals – London
Peaches Geldof arriving for the 2014 NME Awards, at Brixton Academy, London.
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Brit Awards 2014 – Arrivals – London
Peaches Geldof attending the Mastercard Brit Awards at the O2 Arena in east London.
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Mark Fast Backstage – London Fashion Week 2014
Peaches Geldof attending the Mark Fast autumn/winter 2014 London Fashion Week show, at Aldwych House in central London.
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The Wolf of Wall Street Premiere – London
Peaches Geldof (right) and Thomas Cohen (left) arriving for the UK Premiere of The Wolf of Wall Street, at the Odeon Leicester Square, London.
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The Wolf of Wall Street Premiere – London
Peaches Geldof arriving at the Wolf of Wall Street UK Premiere, Odeon Cinema, Leicester Square, London.
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“The Hunger Games: Catching Fire” Premiere – London
Peaches Geldof with husband Thomas Cohen and a family friend arriving at the World Premiere of ‘The Hunger Games: Catching Fire’, Odeon Cinema, Leicester Square, London.
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“The Hunger Games: Catching Fire” Premiere – London
Peaches Geldof arriving at the World Premiere of ‘The Hunger Games: Catching Fire’, Odeon Cinema, Leicester Square, London.
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Samsung Galaxy Launch Party – London
Peaches Geldof arriving for the Samsung preview party for the Note 3 and the Galaxy Gear smartwatch at the Radio Rooftop Bar, at Hotel Me, central London.
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Elle Style Awards 2013 – London
Peaches Geldof at the 2013 Elle Style Awards at The Savoy Hotel in central London.
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Temperley Front Row – London Fashion Week 2013
Peaches Geldof arriving at the ‘Temperley’ autumn/ winter 2013 catwalk show, part of London Fashion Week at The Dorchester Hotel, London.
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Vivienne Westwood Red Label Front Row – London Fashion Week 2013
Peaches Geldof at the Vivienne Westwood Red Label Autumn/Winter London Fashion Week 2013 catwalk show at the Saatchi Gallery, London.
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Elle Style Awards 2013 – London
Peaches Geldof arriving at the ELLE Style Awards 2013, the Savoy Hotel, London.
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London Fashion Week – PPQ Front Row
Peaches Geldof at the London Fashion Week PPQ fashion show held at The Old Sorting Office in Holborn, London
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The Twilight Saga: Breaking Dawn Part 2 Premiere – London
Peaches Geldof arriving for the premiere of The Twilight Saga: Breaking Dawn Part 2 at the Empire and Odeon Leicester Square, London
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Lingerie London fashion show – London
Peaches Geldof and Zara Martin on the Catwalk at Lingerie London, Old Billingsgate Market, London.
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London Fashion Week – Topshop Unique Front Row
Peaches Geldof attends the Topshop Unique Catwalk show held at the Topshop Venue at the University of Westminster in central London.
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Vanity Fair Oscar Party 2010 – Los Angeles
Peaches Geldof and Eli Roth arriving at the Vanity Fair Oscar Viewing Party 2010, at the Sunset Tower, Los Angeles
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Unique Front Row – London Fashion Week
Peaches Geldof and Louise Roe attend the Autumn/Winter 2010 Unique show, at the Topshop Venue in Covent Garden, central London.
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South Bank Show Awards 2010 – London
Peaches Geldof arriving for the South Bank Show Awards 2010 at the Dorchester Hotel, Park Lane, London
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Vogue/Bulgari 125th Anniversary Party – London
Peaches Geldof arrives at the Vogue/Bulgari 125th Anniversary Party, supporting Save the Children, at the Saatchi Gallery in London.PRESS ASSOCIATION Photo. Picture date: Tuesday 13th October 2009. Photo credit should read: Ian West/PA Wire
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Sir David Frost Summer Garden Party – London
Bob and Peaches Geldof arriving at the Sir David Frost Summer Garden Party 2009, Carlyle Square in Chelsea, central London.
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Sir David Frost Summer Garden Party – London
Sir David Frost (R) and Peaches Geldof arriving at the Sir David Frost Summer Garden Party 2009, Carlyle Square in Chelsea, central London.
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ELLE Style Awards 2008 – London
Peaches Geldof arrives for the ELLE Style Awards 2008, The Westway, west London.
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ELLE Style Awards 2008 – London
Pixie and Peaches Geldof arrive for the ELLE Style Awards 2008, The Westway, off Latimer Road, W10
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ELLE Style Awards 2008 – London
Peaches (left) and Pixie Geldof arrive for the ELLE Style Awards 2008, The Westway, west London.
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London Fashion Week – Autumn Winter 2007 – PPQ
Peaches Geldof at the PPQ show at the BFC tent in London.
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Spiderman 3 UK Gala Premiere – London
Peaches Geldof and Fred Les arrives for the UK Gala Premiere of Spiderman 3 at the Odeon Cinema in Leicester Square, central London. PRESS ASSOCIATION Photo. Picture date: Monday 23 April 2007. See PA story SHOWBIZ Spiderman. Photo credit should read: Ian West/PA Wire
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Spiderman 3 UK Gala Premiere – London
Peaches Geldof arrives for the UK Gala Premiere of Spiderman 3 at the Odeon Cinema in Leicester Square, central London. PRESS ASSOCIATION Photo. Picture date: Monday 23 April 2007. See PA story SHOWBIZ Spiderman. Photo credit should read: Yui Mok/PA Wire
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NME Awards 2007 – London
Peaches (left) and Pixie Geldof arrving at the NME Awards 2007 at the Hammersmith Palais in London on March 1, 2007.
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ELLE Style Awards 2007 – London
Peaches Geldof at the ELLE Style Awards 2007, the magazine’s 10th annual ceremony, at The Roundhouse in north London.
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London Fashion Week
Peaches Geldof with her boyfriend Llewellyn Graves before the Ben de Lisi fashion show during the London Fashion Week spring/summer 2007 collections at the BFC Tent outside the Natural History Museum, west London.
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SHOWBIZ NME
Bob Geldof with his daughters Pixie (left) and Peaches, as they arrive for the NME Awards 2006, at the Hammersmith Palais, west London, Thursday 23 February 2006. See PA Story SHOWBIZ NME. PRESS ASSOCIATION photo. Photo Credit should read: Yui Mok/PA
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SHOWBIZ Kidulthood
Peaches Geldof arrives for the UK film premiere of ‘Kidulthood’, at the Odeon West End, central London, Wednesday March 1, 2006. Watch for PA story. PRESS ASSOCIATION PHOTO. Photo credit should read: Steve Parsons/PA
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Borat movie premiere in Leicester Square – London
Peaches Geldof arrives on the red carpet for the Borat film premiere. Picture Date: 25/10/2006. Picture Credit should read: Ian West/PA.
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Borat movie premiere in Leicester Square – London
Peaches Geldof and Llewellyn Graves arriving on the red carpet for the Borat film premiere. Picture Date: 25/10/2006. Picture Credit should read: Ian West/PA.
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Cricket Fashion Event – Liverpool
Peaches Geldof attending at the Cricket Fashion Event held in association with Uber, Fake Bake OC, at Liverpool Town Hall. Picture date: Saturday 21 October 2006. Photo credit should read: Ian West/PA
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Cricket Fashion Event – Liverpool
Peaches Geldof attending at the Cricket Fashion Event held in association with Uber, Fake Bake OC, at Liverpool Town Hall. Picture date: Saturday 21 October 2006. Photo credit should read: Ian West/PA
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Charlie’s Angels Premiere
Bob Geldof and daughters Pixie (left) and Peaches, arriving at The Odeon Leicester Square, London, for the UK premiere of Charlie’s Angels: Full Throttle. 11/09/2003: Celebrity dad Bob Geldof tonight, Thursday 11th September 2003, made an impassioned plea for fathers to be given equal access to their children when a marriage breaks down. Speaking at the launch of a book examining the subject, the rock star and businessman said he had been “unfairly” treated by the judicial system when he separated from his TV presenter wife Paula Yates.
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Bob Geldof and Paula Yates
Rock star Bob Geldof, his wife, TV presenter Paula Yates, and their five-year-old daughter Fifi Trixiebelle, show off the new addition to their family, an as yet unnamed baby girl (later named Peaches), at St Mary’s Hospital in Paddington, London.
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Bob Geldof and Paula Yates
File dated April 1992 of Paula Yates and ex-husband Bob Geldof with their three daughters Fifi Trixie-Belle (right), Peaches (left) and Pixie, during a visit to EuroDisney.
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Peaches Geldof with her mother Paula Yates
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