It’s a mark of her maturation as a performer and a person that Britney Spears has finally been deemed safe enough to front a commercial lingerie brand under her own name.
The Intimate Britney Spears will debut in Canada, the U.S. and Europe in September, offering a range of lingerie sets, bustiers, kimonos, loungewear and sleepwear.
Product details are very hush-hush right now, but curiosity around the new “global brand” (their words) will skyrocket when Britney makes an appearance in New York on Sept. 9 to launch the label. Is it too early to start lining up?
The 32-year-old pop star and paparazzi fixation could have made zillions at any time in the past 15 years with her own underwear line. However, given the endless soap opera of her tumultuous personal life, the results might have made conservative retailers very nervous and success far from certain.
Instead, during all those train-wreck years, Britney leant her name to a safer products like soda pop and perfume and briefly fronted a squeaky-clean ad campaign for the Kohl’s teen label Candies (below).
Today’s Britney is a more modest and more stable version of her former self and — who would have guessed? — a triumphal symbol of personal empowerment and hard-won redemption. Perfect for the lingerie market.
So what can we expect from an undies collection by one of the most provocative and polarizing celebrities in history? The best clue can be found in the star’s choice for an industry partner, the Denmark-based brand Change Lingerie.
The Scandinavian company produces its own private label collections that are sold in 180 branded mall stores in Europe and Canada, as well as Qatar and Singapore. It’s a well-regarded mid-price brand with the pretty-but-functional aesthetic that is so familiar in Western Europe. Change also boasts 90 different bra sizes, up to a J cup, giving it broad market appeal.
Whatever Change does with Britney, you can expect it to be light years removed from the wild glam costumes that are the centerpiece of her Vegas show and concert tours. Instead, look for styles that are subdued, market-friendly (meaning unlikely to offend) and suitable for mall stores.
The Intimate Britney Spears will include 10 romantic style ranges that also support the themes of confidence and female empowerment that have been the central focus of Britney’s more recent professional incarnations.
“Every woman should feel confident and beautiful in everything she puts on,” the singer said in a press release. “My vision for The Intimate Britney Spears is to create pieces that are sexy, luxurious and comfortable at the same time. … I feel that we accomplished exactly that.”
Both Britney and Change emphasize the phrase “every woman” in their press release, so don’t expect a flirty teen label here; this will be styled to appeal to a broad demographic.
The collection will be priced between $17-$79 and sold in Change stores, retail boutiques and online at Bare Necessities.
But don’t assume Britney’s enduring star power guarantees this venture will be a success. Remember the appallingly bad lingerie line the Kardashian sisters inflicted on Sears a couple of years ago, just before the retailer started tanking?
An early barometer can be found on Facebook, where the official page for The Intimate Britney Spears has racked up a paltry 7,000 fans in its first week. A decade ago, when she was the epicenter of the online universe, Britney could have generated that much support in five minutes.
But don’t bet against her, either. If there’s one thing Britney has proved over and over again, it’s that just when the world is ready to forget her she bounces back with another hit.