Heidi Klum Intimates is now part of the Bendon Australasian lingerie conglomerate, which includes Fayreform (also available at HerRoom). Heidi Klum brings an enormous amount of personal charisma and retail expertise with her, as she will be replacing Elle McPherson as the creative director and ad campaign model for Heidi Klum Intimates. Ms. Klum has an enormous social media presence on Twitter and Facebook, and is well-known for being a judge on "Project Runway." And who can forget her own runway presence as a Victoria's Secret "angel"? The glamorous, forty-something mother of four has been a fashion model for two decades, and is now an internationally-known business mogul in her own right. 

The gorgeous satin and lace push-up bras you've grown to love in the Elle McPherson Intimates collections will still be available here at HerRoom under the new label, but Heidi Klum plans to make her personal design mark on the newly evolved brand with non-padded triangle and racerback bras. Surprisingly enough, Ms. Klum is not personally fond of padding, having been a fashion model for two decades. She does love collections where you can select more than one matching panty style to go with bras.  

HerRoom will be receiving the new Heidi Klum Intimates lingerie collections continuously, so visit frequently to find your favorites. Heidi Klum Intimates promises to be a refreshing new take on sexy underthings, and we look forward to presenting this fabulous new label.