Fresh from securing a finalist’s position in WGSN’s 2011 Global Fashion Awards, Lime Door Brands has revealed new details on its impending Dita Von Teese collaboration.
The Richmond headquartered brand house, which turned one-year-old on July 5, announced in May that it was partnering with the burlesque performer to create “a number of brands”. Lime Door CEO Michele Hamdorf said while she was unable to reveal the names of the forthcoming labels, Lime Door will release a limited edition dress range and a lingerie offering “this side of Christmas”.
She added the dress collection will include approximately 10 styles while the lingerie will go up to an E cup. All brands will be available in sizes eight to 22.
Hamdorf revealed Diamond Cut International, based in Hawthorn, was involved in the lingerie design, and stockist deals for the Dita Von Teese product will likely mirror those negotiated for Lime Door’s other brand, Spinners by Shane Warne. The latter is sold exclusively in Australia by Target.
“I try and work one-on-one with a chosen retailer,” Hamdorf confirmed.
She added the Dita Von Teese product will land in the UK in mid to late 2012, while Spinners by Shane Warne is also attracting UK interest.
“I would expect by the end of the year, if not in early 2012, to see Spinners in a reputable department store retailing in the UK,” Hamdorf said.
Spinners by Share Warne is a finalist in WGSN’s Global Fashion Awards in the ‘Breakthrough brand or retailer’ category. Award winners will be announced in October.
Hamdorf established Lime Door Brands after years of working for David Jones, Target and Myer, as well as South Africa’s Edgars. Hamdorf owns a stake in both the Spinners and Dita Von Teese brands.
Erin O’Loughlin