Women go wild for Dita's lingerie

Dita Von Teese models an exquisite item of her lingerie.
Dita Von Teese models an exquisite item of her lingerie. Contributed

INTERNATIONALLY renowned burlesque performer Dita Von Teese has brought her worldly sense of style to Ipswich with her range of lingerie.

The recently launched, raunchy underwear line hit the Target Riverlink store in early February, with a second instalment of garments arriving last week expected to be popular with Ipswich women.

The range of lingerie, entitled Von Follies by Dita Von Teese, includes bras and briefs from $17 with bustiers and fitted corsolettes ranging from $79.

Selected bra styles are available up to an E-cup and briefs up to size 20.

Target Australia general manager marketing Murray Chenery said the brand represented good value for customers and a new level of creativity and personality to Target.

"Target Australia is thrilled to work with the talented Dita Von Teese on her first-ever, worldwide lingerie collection," he said.

"The Von Follies by Dita Von Teese brand will form part of our successful Designers for Target program, and further establishes Target Australia as a retailer that continues to provide Australians with stylish, affordable fashion."

Ms Von Teese has performed her burlesque shows at exclusive at Victoria's Secret parties, Christian Louboutin, Marc Jacobs and Louis Vuitton and was the first guest star in the history of the legendary Crazy Horse in Paris.

She has more than 900,000 Twitter followers and her sense of style is recognised worldwide.

Target completed market research over 2010 and 2011, which to gauge the awareness and sentiment on the Dita Von Teese collaboration.

The results were positive with the majority of customers viewing Dita Von Teese as a classic, feminine, well presented and confident woman.

In addition, customers saw the introduction of a feminine lingerie line as a positive step for Target's fashion credentials and were particularly keen to see the range cater for all shapes and sizes, including fuller figured women.

"I wanted to design pieces that are tributes to my vintage obsessions, to make them beautiful and functional, while modernising them for everyday wear," she said.

"I've had a long time fascination with the 1950s era over wire bras.

"It's something that has been quite a task to create, but the end result is so chic, and so unique, I'm very proud of it.

"It's a statement piece meant to be seen," she said.

Topics:  lingerie

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