NATIONAL: French lingerie label Passionata is expanding its Australian presence with a new distribution deal with department store Myer.
Due to launch into 15 Myer stores nationally, the label will have its own signage, logo blocks and decals in the lingerie division. Brand manager Amanda Vine said a dedicated precinct will be created in Myer’s Sydney and Melbourne flagships, showing the complete collection.
“The launch will be supported by a national advertising campaign utilising centre digital displays, escalator and floor decals in store and point of sale, featuring collection model, Bar Refaeli,” she said.
The summer range features rich jewel tones, with ruby red and sapphire contrasted with black and ivory.
“Retro cup, basque and brief shapes also feature, which were inspired by current runway fashion trends,” she said.
The brand is the sister label of Chantelle. It was established in 1989 to cater for a younger market.
It is also available in 28 lingerie boutiques nationally. It offers two collections per year in line with northern hemisphere seasons. Average prices for a bra range from $89.95 to $99.95 and briefs from $44.95 to $59.95.
PASSIONATA: Heading into Myer.
