Penney to sell Macpherson line of lingerie – Tribune

J.C. Penney is hoping that some supermodel magic will win over shoppers in the lingerie department.

The beleaguered department store chain is starting an exclusive lingerie collection through 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 on Friday . Penney said 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.

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