NEWS: Dita Von Teese Launches New Lingerie Brand

Dita Von Teese (center) at the launch of her new lingerie brand at Bloomingdale's. Mar. 20, 2014.
Dita Von Teese (center) at the launch of her new lingerie brand at Bloomingdale’s. Mar. 20, 2014.

Several 20 and 30-something women (and a few men) lined up underneath fluorescent lights and next to lingerie displays from Le Mystere to Spanx for a chance to meet the queen of boudoir fashion – Dita Von Teese – at Bloomingdale’s on Third Avenue on Thursday night.

“This is the exclusive launch in the United States,” a press representative for Bloomingdales said when asked about the event.

Some pieces on display for Dita Von Teese's new lingerie collection.
Some pieces on display for Dita Von Teese’s new lingerie collection. Mar. 20, 2014.

Von Teese,  famous for burlesque dancing and at one time being married to singer Marilyn Manson, celebrated the launch of her namesake brand in the intimate apparel section of the department store. Her line featured intimate apparel and sleepwear with a focus on old Hollywood glamour. Customers who made a purchase had the opportunity to meet Von Teese and get her autograph.

Models showcased Dita Von Teese's lingerie line at the intimate apparel section in Bloomingdale's.
Models showcased Dita Von Teese’s lingerie line at the intimate apparel section in Bloomingdale’s. Mar. 20, 2014.

Von Teese arrived by 6 p.m., surrounded by models showing  pieces on display.  She promptly began meeting with people in the line.

Over 100 people stood in line to meet Von Teese, some of whom were not guaranteed entry. Initially, Bloomingdale’s could only guarantee 100 people could meet her based on how much time she spent with each person. A Bloomingdale’s representative declined to comment on why or how often this happens with meet-and-greet events at the store.

But as time went on, people at the end of the line found out they would able to meet her after all.

The pieces ranged in price from $25 to $400. In the line, there was an emphasis on dark, rich colors, along with lace trimming and some animal prints.

Dita Von Teese at the launch of her new lingerie line, posing for photos between meeting with fans. Mar. 20, 2014.
Dita Von Teese at the launch of her new lingerie line, posing for photos between meeting with fans. Mar. 20, 2014.

When asked about her dress she wore to the launch, Von Teese said it was designed by Zac Posen.

The Bloomingdale’s press person said the Dita Von Teese line is now available for purchase at select Bloomingdale’s, and on Bloomingdales.com.

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