Stella McCartney's Lingerie Line Is A "Cheeky" Brand Extension

Stella McCartney has proven herself to be the busiest and most fashionable bee of them all. Most recently, the rockstar offspring expanded her brand with a collaboration with Gap. She continues to do so by debuting her first intimates collection for spring/summer 2010 featuring vintage-inspired styles. As WWD reported today:

“This season we looked at the Twenties and Fifties, which comes through the range in silhouette and specially developed embroidery and gold retro hardware,” said McCartney, who added she thinks of lingerie as “really handmade precious pieces.” She believes lingerie is important when it comes to making a woman feel beautiful and empowered.

And WWD notes the unique concept that inspired the line:

...each of the 15 groups is named after women in what McCartney describes as cheeky situations, such as Rosie Plotting, a silk chiffon printed range featuring a black-and-white feather print from the Stella McCartney ready-to-wear collection; Eva Scampering, a playful silk chiffon ladybug-printed group with a cami, a chemise and a matching brief; Billie Twirling, a vintage-inspired knicker and chemise with scallop hem of silk satin with a matte-and-shine contrast, and Ines Sneaking, a pale pink lace and silk crepe de chine contour bra, underwire bra and coordinating undies.

The line's color palette is full of McCartney's signature neutrals; pale pinks and lavenders, blue and gray with splashes of girly florals and graphic prints.

“To me, I feel women are in the right place now where they are a little bit more confident about their bodies in general, and don’t necessarily wear lingerie to only allure men. It’s more about making ourselves happy and about addressing our needs, while also expressing our sexuality,” said McCartney.

Bras retail from $75 to $85; chemises are priced at $150; bodysuits are $135, and briefs sell for $40, and will be available in high-end department stores around the world.