Littlewoods launches Myleene Klass lingerie brand

Myleene Klass: brand ambassador for Littlewoods launches lingerie range
Myleene Klass: brand ambassador for Littlewoods launches lingerie range

Littlewoods has launched a lingerie collection from recently recruited brand ambassador Myleene Klass.

The lingerie range has been designed for "every shape" and includes bodices, 50s style knickers, lace sets and "playful babydolls".

Klass claims the collection is aimed at making women "feel comfortable, glamorous and most importantly, confident".

Littlewoods unveiled Klass as its style ambassador in July. It has already commissioned her to create two clothing ranges and is using her to front its advertising campaigns.

The brand’s £2.3m autumn campaign launched this week and features Klass moving through a "magical playground" filled with women playing on retro-looking rides.

Littlewoods claims the dress that Myleene designed and wears in the ad has gone on to become its "first ever social media sell-out".

The brand promoted the dress on Twitter and Facebook on Tuesday (25 September) and sold out of the initial allocation before the TV ad was aired the following day.

Littlewoods is following in the footsteps of Marks & Spencer (M&S), which launched a lingerie range designed by Rosie Hungtington-Whiteley after picking her to front its advertising for its Autograph range.

Littlewoods launches Klassy Knickers lingerie brand


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message