Littlewoods launches Myleene Klass lingerie brand

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

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

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

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).