Is Australia the new launching pad for international celebrity fashion brands? Burlesque superstar Dita Von Teese certainly hopes so.
The global style icon — who turns 40 this year! — debuted her latest signature lingerie collection in Oz earlier this month and it appears to be a hit.
In fact, several styles in the first delivery from the Von Follies label have already sold out on the website for Target Australia, which has exclusive distribution rights to the line.
That’s pretty impressive, given that Dita herself won’t publicly launch the Von Follies collection until she makes a much-hyped runway appearance at the L’Oreal Melbourne Fashion Festival in two weeks. It’s open to the public, with tickets starting at $50.
And why Australia? Dita’s new project is a collaboration with the private label marketer Lime Door Brands, which also handled the recent launch of her dress line, Muse. The partners have always stated their intent to make Von Follies an international brand, though it’s unclear if Target will be the retail partner in other countries.
As for the collection itself, it’s an appealing combination of very French styling (lots of black eyelash lace), vintage silhouettes and modern stretch fabrics.
What will endear Dita to new lingerie customers, though, is the broad range of sizes in the collection, including some styles designed specifically for fuller figures. Smart move from a woman who once boasted a 16.5-inch waist!
Dita/Target plan to introduce new styles in March to coincide with her Melbourne show, followed by another release in April. The current assortment includes five looks: an animal print set, a black fishnet line, a black-blue stretch lace set, a nude-polka dot range, and a red-black combo for full figures.
Below are some additional promo images from Von Follies. And above we have Target’s promo commercial, featuring a pseudo-cancan soundtrack and a voiceover with an unconvincing quasi-French accent. I wonder if the Aussies will notice?