​Heidi Klum and Bendon partner again for new swimwear line

By

Cassidy Mantor

Published
Jan 21, 2016

On January 14, Heidi Klum tweeted “Big things to come… Heidi Klum Swim launching this summer.” The model and New Zealand-based Bendon Group are adding a swimwear line to their existing partnership.

Heidi Klum Swim will feature swimsuits and cover-ups with price points from $70-$240. Already partners for the Heidi Klum Intimates lingerie collection, swim was a natural brand extension for both Klum and Bendon.  

Bendon is an intimates expert, founded by two brothers in 1947 who wanted to make better intimates that would literally “bend on” women. Prior to Heidi Klum Intimates, Bendon had a 25-year relationship with Elle Macpherson for her signature collection. Currently they also produce Stella McCartney’s lingerie line.

Bendon Chief Executive Officer Justin Davis-Rice explains how swimwear was a category that Bendon always envisioned growing into, given the company’s existing “technical knowledge in fit and production.” 

Klum points out that “most of my career has been spent rolling around on beaches around the world, and I still love it.” She will serve as Creative Director for Heidi Klum Swim, as well as continuing to be Creative Director for the lingerie line.

Heidi Klum Swim is both Bendon’s and Klum’s first swim line. Heidi Klum Intimates currently retails in 2000 stores globally. The swim line will launch in the Northern Hemisphere in October, after a Southern Hemisphere launch in July.

Klum is no stranger to signature lines and products, with multiple partnerships including HKNB for New Balance, which pioneered athleisure looks in 2010, Truly Scrumptious for Babies”R”Us, which consists of baby clothes and nursery items, and two signature fragrances with Victoria’s Secret.