Eats Channel has launched a lingerie label Eats Lingerie, with former Honey Birdette marketing and PR director Gemma May at the helm. 

Founded by May and director and founder of Eats Channel - a digital magazine that releases weekly video and photo content of models eating whatever they like while wearing lingerie - Chris Applebaum, the label, "encapsulates powerful, feminine pieces with a modern edge." 

Alongside Eats Channel, Applebaum is best known for Paris Hiltons Carl’s Junior Super Bowl campaign and the Rhianna feat. Jay Z Umbrella music video. 

The debut Eats Lingerie collection, Black Cherry, comprises of a bra, garter belt, g-string and pasties and is made from black eyelash lace, satin trims and is finished with gold hardware and Eats-themed cherry charms. 

According to May, even though the business is based in LA, the label is already resonating with Australians with a third of the brand's sales coming from Australia so far.

Applebaum said that the label has worked to make the lingerie fit well to make the wearer 'own it.' 

"I know the idea of launching a lingerie brand may seem to have come out of left field, but the genesis of this project was borne over two years ago. Lingerie found Eats.

"While I have always loved working and featuring other brands on our digital media platforms, sitting behind the curtain listening to girls in the Eats wardrobe room, I would hear feedback about everything – especially with lingerie.

"The number one criteria for feeling like you own it was fit. 

"A lot of bras looked amazing but could not be more uncomfortable. G-strings look very creative but neglect to consider how the waistline could be altered to elongate the legs or flatter the booty by how it’s framed by silky, gentle straps.

"I was fortunate to hear what made each girl feel their best and knew that if they felt great, they owned it.

"I have worked closely with our designers throughout the creative process which is why there are certain design elements to Eats Lingerie which won’t be seen on other labels," he said. 

Those design elements include specifications around fit, the gold hardware and optimising skin exposure. 

"We want everything to be maximum sexy all the time," Applebaum said.

"This means demi cup bras, lots of exposed booty so we see more skin, translucent and lace fabrics so we can amp up the sexy factor even more.

"But – most importantly – lingerie is intimate, so we want your experience with Eats Lingerie to feel personal.

"In order to create the most exclusive experience possible we are producing each collection in strictly limited numbers with less than 300 sets available at a time.

"Because not just any model can become an Eats girl – we wanted our line to feel similarly special and rare.

"This will also ensure that the consumer knows that not everyone will be able to buy the same thing as them, it’s going to be a special luxurious piece they will want to hold onto forever," he said. 

Eats Lingerie's first collection is available on the Eats Lingerie website and retails for between $24.99 $84.99. 

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