Online retailer Littlewoods has today announced the launch of a lingerie collection designed and modelled by celebrity Myleene Klass.
Klass, who was named style ambassador for the e-tailer earlier this year, designed her first clothing collection for the brand this summer and her latest creations form a capsule collection featuring lace detailing, embroidery and animal print.
Offering pieces for every shape, Klass has incorporated the 50’s trend with classic lace knickers and a bodice in the style in the hopes of recreating the success of her previous campaigns.
As part of the e-tailer’s Autumn advertising campaign, Klass designed and wore an embellished fuschia pencil dress, which promptly sold out following the ad’s debut on Tuesday via Facebook, Twitter Google + and YouTube.
As a result, sales of the garment are expected to reach 2,000 by Christmas, making it one of Littlewood’s fastest sellers ever and making the dress a social media sell out.
“This is the first time ever that a Littlewoods garment has sold out as a direct result of social media buzz,” Gary Kibble, Littlewoods Brand Director explained.
“There’s no doubt that Myleene designed a show stopping dress but the level of demand has completely blown us away, surpassing our initial projections by more than 400 per cent.
“For us, the record spike in sales of the fuchsia dress highlights three things – the power of social media, the level of engagement of our social fans and followers, and the superb knack that Myleene has of tapping into the fashion psyche of real women.”
Last night, the ad aired on ITV and as a result, Littlewoods.com saw traffic to its fuchsia dress page soar 1,200 per cent compared with the same time last week while orders rose over 700 per cent.
Commenting on her latest designs, Klass said: “It can be a struggle finding great looking supportive underwear that still contours your figure and acts like scaffolding!
“With my new collection, I hope women feel comfortable, glamorous and most importantly, confident in my designs.”