Heidi Klum replaces Elle Macpherson at Bendon

Heidi Klum is Bendon’s new creative director and ad campaign model.

The blonde beauty has been called in to join the lingerie giant after fellow supermodel Elle Macpherson announced she was leaving the role a quarter of a century after launching her first line with the company.

According to WWD, Elle’s line – which has raked in around $150 million for the label – will be replaced by the German-born model’s own ‘Intimates’ range, whose 2.54 million Twitter followers and global fan base made her the choice replacement.

Heidi said: ”I have many companies that come to me, but I wanted to be with someone who was as big as them, as established as them, as successful as them. You know, 25 years, that’s quite an empire and that’s quite an amazing business that Elle has created with Bendon.

”I feel like with all the social media that I have, with the campaigns that we do, I hope that people will hear that I took over and I hope that they’re happy about it. It wasn’t me knocking at the door saying I want to take over. It was offered to me.”

Despite Elle exiting the company to continue her lines elsewhere, the company’s CEO Justin Davis-Rice has high hopes for the label and is expecting to see immediate brand growth following the new collaboration

He said: ”It’s unique to be able to take a brand and convert it to another name that you believe will grow the line exponentially.

”I expect the brand to grow immediately by at least $25 million from partners chasing stock as well as from the Heidi launch program.”

The ‘Heidi Klum Intimates’ range is set for January release in around 2000 stores, including Selfridges, Nordstrom, Bloomingdale’s, KaDeWe, Myer and David Jones, and will retail for between $59 to $99.

She will also release a more affordable ‘Heidi by Heidi Klum’ line which will go on sale from $25 to $39.