BRAND BOOK

BRAND BOOK
I am honored to have my lingerie debut
globally, with premium retailers that
represent style and sophistication. I’ve
taken inspiration from my own vintage
collection to create beautiful lingerie
that captures the spirit of retro glamour,
while being accessible and functional for
moments of every day beauty and luxury.
Dita Von Teese
WHO IS DITA VON TEESE?
She is a bona-fide
fashion icon, a regular
front-row fixture and
sometimes model at
Paris Fashion Week.
Harper’s Bazaar
With her raven black
hair, gardenia lips, and
beauty mark. Von Teese
is every inch the 1940s
movie star.
Vogue
Inducted into the Vanity
Fair International Best
Dressed list of 2013,
“The Originals”
Vanity Fair
It is part of the
Bloomingdale’s DNA to
merge pop culture with
fashion, so we are excited
to offer our loyal customers
the first opportunity to shop
Dita Von Teese’s lingerie
collection in the U.S,
says Francine Klein,
Bloomingdale’s Executive
Vice President.
Women’s Wear Daily
I advocate glamour.
Every day. Every
minute. Glamour
above all things.
This is what I say.
Dita Von Teese
ABOUT THE COLLECTION
The Dita Von Teese collection is inspired by, and designed in
collaboration with, the style icon. Taking its cues from Dita’s very own
extensive vintage lingerie wardrobe, the styles embrace details from
decades past. Dita has created beautiful lingerie that captures the spirit
of retro glamour, while being accessible and functional for moments of
every day beauty and luxury. She believes it is every woman’s right to
indulge in beautiful lingerie and insists that her collection be available in
the broadest possible size range. It is truly extraordinary in its
design and yet its accessible retail price points enable customers to treat
themselves to gorgeous lingerie.
DITA VON TEESE WOMAN
She:
Is ageless.
Is passionate about style, glamour and sensuality.
Wants to look and feel beautiful.
Is a true individual and dresses with confidence.
She knows, that which makes you different makes you
beautiful.
Is confident and has a distinct sense of style.
Embraces womanhood, elegance and femininity.
Loves the golden age of Hollywood glamour.
Celebrates her individuality.
Loves lingerie that fits well and is beautiful.
A WOMAN IN DEMAND
Throughout her unique and illustrious career Dita has
enjoyed extensive press coverage.
As a fashion icon, burlesque performer, and honoured guest
front row at designer shows in Paris, London or New York,
Dita is very much a woman in demand.
The launch of her Dita Von Teese collection has been no
exception to the media’s love for Dita.
The media announcement of the launch of her collection
alone secured in excess of $65 million
in publicity globally and subsequent publicity has been
phenomenal. Since then images of her collection have
appeared across TV networks and in print and online in
Australia, the UK and Europe.
Her personal visibility and fashion kudos has increased
incrementally with the growth of her label.
IN PRINT
Culture and everyday life in Luxembourg
numéro 30 —— MARS
‡ culture ‡ voyage ‡ mode ‡ clubbing ‡ musique ‡ voiture ‡ interviews ‡ agenda ‡
Confidences sur l’oreiller
avec Dita Von Teese
BD9:
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Reportage photo
Fashion Week
numéro KGDJB H:GK>8:
Ballade
dans le Gründ en
Porsche Boxster
6GI
Triennale JeuneCréation 2013à l’espaceculturelCarréRotondes9Ž8>7:A
Beach Houseen liveà la Rockhal-
GRATUIT
Rencontre
avec le styliste
Alexandre
Vauthier
Sunday Times (Perth)
Sunday 30/03/2014
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General News
Perth, AU
240486
Capital City Daily
523.00 sq.cms.
Client: Von Follies
Web Site:
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STM
Perth, AU
240486
Capital City Daily
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Dita prefers a woman’s touch
March 30 - April 5, 2014
SHE might be the queen of
burlesque, but Dita Von Teese still
prefers a woman’s touch when
she’s being photographed.
The striptease siren handpicked Perth photographer Penny
Lane to shoot her latest lingerie
line at her retro-glam mansion in
Bel Air, Los Angeles.
But, as Ms Lane tells STM
today, the once-in-a-lifetime gig
almost didn’t happen. Ms Lane
said she initially dismissed a
TRACY
GRIMSHAW
Aussie TV’s most
powerful – and
private – woman
THE SUNDAY TIMES MAGAZINE
GREET, PREY,
SHOVE
Scarlett Johansson’s
man-stalking mission
cryptic email alluding to an
international lingerie line
campaign as spam.
“I was going to ignore it,” the
33-year-old said.
But after doing some research,
she was quickly on her way to Los
Angeles for the two-day shoot,
starting with dinner with Von
Teese at Hollywood’s infamous
Chateau Marmont. Ms Lane
credits WA fashion designer
Melanie Greensmith, who
founded the Wheels & Dollbaby
label, with securing her the job.
“Melanie showed Dita some
recent work I’d done for her and
Dita loved it and told Melanie
she’d like to work with me,” she
said.
Von Teese said: “She has a
woman’s point of view in
portraying beauty. I admired her
work and thought it would be nice
to work with her – and it was.’’
Full story in STM
ROARING 40s
The 40-plus divorcees
loving their freedom
A Perth photographer’s dream job
– capturing the queen of burlesque
1 STM THE SUNDAY TIMES
Copyright Agency Limited (CAL) licenced copy
AUS: 1300 1 SLICE NZ: 0800 1 SLICE
MARCH 30-APRIL 5 2014
Star turn: Dita Von Teese models lingerie by Myer, left and far
right, in photographs taken by Penny Lane, centre.
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Intimates/Activewear - Media - WWD.com
WWD.com/markets-news/intimates-activewear/dita-von-teese-teams-with-bloomingdales-7422960
February 7, 2014
Dita Von Teese Teams With Bloomingdale's
By KARYN MONGET
Bloomingdale’s and Dita Von Teese are tying the lingerie knot.
The raven-haired seductress — a former fetish-model-turnedburlesque-queen in Europe and the U.S. — will bring her brand of
sexiness to the Bloomingdale’s flagship March 15 with a signature
collection of intimate apparel.
This will mark Von Teese’s first premium lingerie label for the
U.S. market. In addition to the 59th Street flagship, the collection
will also be launched exclusively on Bloomingdales.com as well
as at five top doors: the trendy SoHo unit in Manhattan;
Aventura, Fla.; White Plains, N.Y ., and two stores in California —
San Francisco and Century City in Los Angeles.
“It’s so very exciting to be doing this with Bloomingdale’s,
because I have a fascination with lingerie and my first job was in
a lingerie store. I later created sexy-looking pinups and began
collecting vintage lingerie. That’s what sparked my career,” said
Von Teese, who will host an in-store appearance at the flagship
March 20.
Von Teese made a point of saying she believes women should
wear lingerie for themselves, not others.
“I don’t put lingerie on for someone else. I put it on because it
makes me feel good and ladylike. Even as a little girl it made me
feel like a lady…. I’m trying to change women’s lives and their
point of view about lingerie because the lines of what’s sexy and
what’s not sexy have been blurred…. Why would a woman wait
for a special occasion to wear her nicest things? I want to give
women accessible glamour with my lingerie collection,” Von
Teese said.
Dita Von Teese models lingerie from the Tulip
group.
Photo By Courtesy Photo
Copyright Agency Limited (CAL) licenced copy
AUS: 1300 1 SLICE NZ: 0800 1 SLICE
She added that she will oversee a social-media campaign to
market the launch.
“I do all of my social media myself because I like to do it
naturally. I have more than 1.5 million followers on Twitter, and
went from zero to 115,000 followers on Instagram in one month.
Instagram was very nice to me because someone had been using
my name, and they gave my name back to me,” said Von Teese.
As part of the launch, Von Teese will meet with Bloomingdale’s
sales staff to instruct them on historical inspirations for the
collection, while images of her wearing a number of the line’s
sultry looks will be featured in point-of-sale materials. A key item
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2 October 2013
News story
ON FILM
Behind the scenes at the photo shoot
Bloomingdale’s launch
DITA VON TEESE CAMPAIGN IMAGERY
DITA VON TEESE LOOKBOOK IMAGERY
WHAT THE BUYERS HAVE TO SAY
Her collection of
glamorous retroinspired underpinnings
is sure to make all
women feel like a
Hollywood starlet on
any given day.
Bloomingdale’s
Dita Von Teese offers
our customers the
very best in glamour
lingerie and style,
and we are thrilled to
stock this collection by
Dita Von Teese on an
ongoing basis.
Glamuse
STYLEBOP.com
is excited to be
stocking Dita Von
Teese. Customer
feedback about the
collection has been
great, and we are
looking forward
to our continued
collaboration.
STYLEBOP.com
As soon as we saw the Dita Von Teese
collection, we knew it was the perfect fit for
ASOS. We loved the vintage styling with a
contemporary twist, and were so impressed
with the quality of the production. The
collection launched just before Christmas
and was an instant success, selling through
quickly. We are extremely excited to see
what the future holds for the Dita Von
Teese collection and can’t wait for our next
delivery.
ASOS
THE PRODUCT
Highlights
• Dita Von Teese’s obsession with lingerie, particularly upscale vintage
pieces from the Thirties, Forties and Fifties, make up the lion’s share of her
collection.
The range includes key vintage-inspired pieces in several groups, among
them a very feminine Parisienne group, leopard-print undergarments
in a range called Tulip (the bra cup resembles a tulip) and a daring
“Madame X” vignette of items that were prominently featured in the Alexis
Mabille show during Paris Fashion Week. Other groups include Savoir Faire,
Her Sexellency, Sheer Witchery and Man Catcher.
• The styling embraces key features from past decades, yet incorporates
the comfort and quality we expect from modern lingerie.
• Key styles include balconette bras, corsets, torsolettes and garter’s
(suspenders), long line fitted chemises, bikinis, g-strings and full briefs.
My female fans
are all ages, sizes,
shapes and ethnicities.
Glamour doesn’t
depend on being young.
It doesn’t depend on
anything. It’s about
creation and magic.
Dita Von Teese