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Published
Jul 28, 2014
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Britney Spears launches lingerie brand 

Published
Jul 28, 2014

Having already delved into apparel, fragrances and dolls, Britney Spears is now coming out with her own lingerie brand. The princess of pop announced via a press release that she has just launched "The Intimate Britney Spears."

Britney models her range of lingerie.


Launched in partnership with the Danish company Change of Scandinavia A/S, known for its brand Change Lingerie, Britney’s line will consist of vintage pieces (panties, bustiers) as well as more basic items for everyday life. It will also include a range of loungewear (shorts, camisoles, sweats).

According to the singer: "Every woman should feel confident and beautiful in everything she puts on. My vision for ‘The Intimate Britney Spears’ is to create pieces that are sexy, luxurious, and comfortable at the same time.”

In terms of prices, the range has adopted a mid-range positioning with pieces sold between 12.50 euros and 59 euros.

"We are thrilled to build a global intimate apparel brand with Britney that will offer affordable luxury for every woman. With our expertise in quality and sizing, and Britney's vision for the collection, we are confident there is something for everyone to love," said Claus Walther Jensen, CEO and founder of Change Lingerie Scandinavia.

The collection will become available in the United States and Canada on September 9. European buyers, on the other hand, will have to wait until September 24 when the collection will be sold on the brand’s online store.

In the meantime, fans can already register on the site to receive exclusive access to products.

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