Heidi Klum launches Intimates range in Melbourne with help from Cummins & Partners

Source: Myer Instagram

Source: Myer Instagram

Heidi Klum launched her lingerie range Heidi Klum Intimates in Melbourne yesterday ahead of a global campaign roll out in the near future.

Cummins & Partners New York is handling the global campaign, while media was handled by the agency’s Melbourne office ahead of the launch yesterday.

The launch saw Klum arrive in Melbourne’s Bourke St Mall on a tram wrapped with images promoting the new range. The supermodel was accompanied by a number of male and female models wearing the new range.

Cummins & Partners global CEO Sean Cummins said: “It has been great working with Bendon to launch Heidi Klum Intimates. you only get one chance to launch and the event yesterday exceeded all expectations. Heidi is an absolute pro to work with.

“The team at Bendon are entrepreneurial, determined and uncompromising; we enjoyed working on this project with them.

“We have some exciting work coming up for the Heidi Klum Intimates brand in the very near future. And we are keeping that under wraps for a little longer. But I promise you it redraws a few boundaries when it comes to brand and product promotion,” he added.


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