New Intimates Collection The BODY by Elle Macpherson Launches at JCPenney

Legendary supermodel and mom, Elle Macpherson, (her nickname is “The Body”) introduces an exclusive new lingerie brand, THE BODY by Elle Macpherson Intimates™.  The line of invisible t-shirt bras and panties are designed for comfort and fit with a flirty, feminine aesthetic for which she is known for. Also, JCPenney is creating a much more elevated and personal shopping experience by adding certified bra-fit specialists.


“I am intimately involved in the creation of all Elle Macpherson Intimates collections because I love helping women feel effortlessly beautiful. Lingerie is the first thing that she puts on every day, so it’s important that it makes her feel special,” said Elle Macpherson, creative director for Elle Macpherson Intimates. “Partnering with JCPenney allows me to fuel my passion for creating premium lingerie that is accessible to more women across America.”

The collection is available in 300 JCPenney stores and on What I love about the collection is that it offers four distinct bra styles in smooth (my favorite because it is perfect under t-shirts), natural, boost and fit with features that allow us to choose the kind of  of support, from modest to maximum lift. Coordinating panties also come in a range of shapes such as hipster, bikini and thong in fabrications that include stretch, seamless, mesh patterns and lace.

According to industry experts, about 8 out of 10 women wear the wrong bra size.* So that we can have the right size and shape, a certified bra specialists will be available in every store that carries the collection. They are trained in the science of fit.

For a better shopping experience, new signs and fixtures will better showcase the selection making the department a much easier place to shop. What will also be great to every woman is that the lingerie department will feature average and full-figured mannequins to show the availability of various sizes.

Visit to view the entire collection.

*According to Consumer Validation of New Bra Concept study by Griffin Strategic Partners, August 23, 2011.