Australian lingerie company AB Enterprises has launched the global Dita Von Teese lingerie website, in partnership with the burlesque star.
AB Enterprises, which is behind the Dita Von Teese lingerie label, has been collaborating with Von Teese for nine years, helping to bring her vision to life.
The new website is just the latest instalment of that vision, which will help to bring the brand to Von Teese's loyal fans around the world.
The site will also give fans access to a much wider range of styles and sizes, glimpses of new releases, behind the scenes content, previews of new designs and a special platform for Von Teese to interact with her customers directly.
Commenting on the launch of the site, AB Enterprises director Helen Anderson said that while it has been a challenge to bring the site to life during COVID, the results have made it worthwhile.
"It has been an exciting challenge to say the least, given the difficulties with travel in a business where seeing colors and feeling fabrics and collaborating face to face is so important.
"But the journey has been worthwhile, and we are so excited to be part of one of the world’s most recognisable lingerie
"The power of the Dita brand cannot be underestimated.
"By going online globally, we can showcase Dita’s extensive collection to her many thousands of loyal followers worldwide and over time we’ll be able to offer an even wider range of styles and sizes," she said.
The website is set up to receive orders from all countries across the globe and will be able to ship anywhere within seven days.
While the site will have an initial focus on established markets including Australia, the US, the UK and Europe, the site will eventually serve all countries.
The online store also has a 'send a hint wish list,' capability, a shop by size tool and videos of Von Teese herself.
Additionally, Von Teese has had 100% creative input on the site, ensuring it reflects her personality and style.
Speaking on her lingerie, Von Teese said her garments allow her customers to express themselves.
"My lingerie wearers are all sizes, shapes, genders and ages.
"Glamour doesn’t depend on being young, or fitting into beauty standards.
"It’s about creation and magic… lingerie is part of creating one’s own myth.
"With lingerie, you can be whoever you want to be underneath your clothes.
"The best way to describe my customer is much like the way I describe my brand: she is timeless.
"The Dita customer is someone who loves beautiful elegant lingerie, appreciates the detailed finishes and isn’t afraid of vibrant, joyful colour and exquisite black lace," she said.
According to AB Enterprises, the global online store is just the beginning of rapid growth for the brand, with ambitions to more than double current global turnover in the next 12-24 months.
The Dita Von Teese lingerie brand also retails through major department stores and boutiques including Nordstrom and Bloomingdales in the US, David Jones and Myer in Australia, Selfridges in the UK and Glamuse.com in Europe.
The new online store launched in Australia and New Zealand on July 16.