PRESS RELEASE
SEPTEMBER 2013

MYER LAUNCHES NEW DITA VON TEESE LINGERIE COLLECTION

Myer has secured a department store exclusive with the launch of the new collection of Dita Von Teese’s lingerie line. The renowned style icon and burlesque performer will bring her signature brand of classic Hollywood glamour to Myer with the Australian launch of her latest Dita Von Teese lingerie collection. The new range will be available from Myer in late October, offering Australian women their first opportunity to view the hotly anticipated collection in store and take home a piece of Von Teese’s luxe lingerie.

To celebrate the launch of Dita Von Teese lingerie, Dita will visit Australia for a special guest appearance on Melbourne Cup Day, heading up the Myer Fashions on the Field judging panel, as well as attending the Myer Marquee.

The glamorous lingerie range is inspired by Dita’s personal collection of vintage lingerie, embodying a modern reincarnation of classic 1950s glamour. The new collection will be available at ten Myer stores nationally: Melbourne, Sydney, Chadstone, Bondi, Chatswood, Brisbane, Perth, Adelaide, Canberra and Pacific Fair. Dita Von Teese lingerie will also be available online at www.myer.com.au and is priced from $19.95.

In announcing the launch, Dita Von Teese says: “Myer has really embraced the more distinctive and risqué pieces, so I really respect their sense of adventure and their belief in the collection. The line has evolved quite a bit since it's beginnings, and I've had much more freedom to create the kind of decadent lingerie I love to wear. The new collection captures the essence of retro glamour beautifully in a modern, wearable way.”

Myer Group General Manager of Women’s Fashion, Nicole Naccarella, adds: “We are delighted to announce that the new Dita Von Teese lingerie collection will be launching exclusively at Myer. Dita’s new collection embodies perfectly what women shopping for lingerie look for at Myer, feminine, ultra-luxe yet always comfortable designs.

“Dita is a renowned style icon around the world and we are very much looking forward to her special guest appearance on the judging panel of Myer Fashions on the Field on Melbourne Cup Day. I’m sure Dita will be impressed by the calibre of Myer Fashions on the Field entrants and very much enjoy the festivities of the Myer Marquee,”
says Ms Naccarella.

Myer has also created the Dita Von Teese experience in store with specially designed concept stores in the Melbourne City and Sydney City locales. A vintage Art Deco inspired area with touches of burlesque style perfectly captures Dita’s world and features decadent elements including a plush velvet ottoman and a life-size mannequin torso of Dita’s exact proportions. A black silk top hat acts as a lampshade and hints at the delights of a Dita Von Teese performance.

Von Teese adds: “I have worked closely with Myer to create an environment that really is about my world and my brand of glamour. It’s important to me that any woman who shops for my lingerie has a elegant shopping experience.”

The Dita Von Teese lingerie collection will be available in store at Myer and online at www.myer.com.au from late October 2013.


For further information please contact:

Jade Rudder – Myer PR Specialist
t: 03 8667 6876
m: 0438 101 317
e: Jade.Rudder@myer.com.au

Emma Green – Dita Von Teese lingerie PR Manager
t: 03 8506 1670
e: Emma@stylecounsel.com.au