Target partners with <i>Fifty Shades of Grey</i> for lingerie line

The popular female romance novel Fifty Shades of Grey continues to expand its empire with the launch of the official Fifty Shades of Grey lingerie collection through department store Target later this month.

“I’m thrilled that Target will be the exclusive retailer of the official Fifty Shades of Grey lingerie collection in Australia, offering widespread access to the luxury collection. We’ve worked together to ensure the range encapsulates the passion of Anastasia and Christian’s love,” says author EL James.

“The collection is styled on the elegant pieces Anastasia receives from Christian, lifting the Fifty Shades of Grey story off the pages and into the wardrobes of Australian women. The pieces tap into the fantasy world from the trilogy,” continues James.

“The Fifty Shades of Grey collection delivers a high quality line of lingerie that reflects our affordable and accessible prices. The brand is an enigma that continues to captivate women, and this collection channels ideas of romance into the evocative lingerie range,” says Sally Shing, general manager underwear, footwear, accessories and beauty at Target Australia.

The underwear line will include seven different styles named according to references from the novels. The Fifty Shades of Grey phenomenon looks set to continue with a film depiction of the novel due to be released later next year.


Rebecca Hagan
BY Rebecca Hagan ON 9 September 2013