Australian lingerie company DCI Corporation has provided the first 'sneak-peek' of its latest risque investment.
The company, responsible for the popular Von Follies for Target line by Dita Von Teese, has revealed the a teaser of what's to come from its latest tie-up with Target.
Based on the best-selling novel 'Fifty Shades of Grey', the company will launch a saucy lingerie collection by same name via Target stores nationally this week.
The collection is expected to be one of the “bigger hits this year at Target”, with the range set to capitalise on the success of the racy paperback – which has sold more than 60 million copies sold worldwide, and counting.
The debut Fifty Shades of Grey lingerie collection will be available exclusively at Target Australia in store and online at target.com.au from September 26, with prices ranging from $15 for g-strings, $19 for briefs, $35 for bras, $35 for suspenders and $49 for bustiers and chemises.
Pieces in the initial drop will incorporate seven styles, each named according to references from the novels, including a delicate pale blue 'Affaire' range.
Bustiers, balconette bras, suspenders, bikini briefs, g-strings and a sheer chemise round out the collection in a colour palette of powder blue, oyster, black and scarlet.
The Fifty Shades of Grey collection will also precede another new creation by DCI Corporation – the Dita Von Teese lingerie collection – designed by the international style icon.
The first Dita Von Teese lingerie collection will be available late October in Myer and is based on the burlesque star’s love of old Hollywood glamour. The range will be a key focus for Myer and set to star in its lingerie department.
Commenting on the latest additions to its growing portfolio, DCI Corporation general manager Helen Anderson said the launch of the Fifty Shades of Grey collection signifies a new era for the group.
“We are always looking to push the boundaries and think creatively to thrive in these current retail conditions. We aim to work with the very best brands and personalities and to ensure our styles are right on trend with what is happening internationally. Currently the global trend in lingerie is quite provocative in the Fifty Shades of Grey and burlesque style. Of course we have adapted the collections to appeal to every Australian woman and we believe they will do very well,” she said.
Based on the success of their brands in Europe, DCI is now also forging ahead in the US and has confirmed it is in discussion with major retailers, including Bloomingdales, Saxs, Macys and Nordstroms.