Hunkemöller launches collection with influencer Pamela Reif
Dutch intimates giant Hunkemöller has launched a new blogger collection, its second, with the company linking up this time with one of Germany’s top fashion bloggers, Pamela Reif. The launch follows an earlier blogger debut in association with Caro Einhoff.
The European market leader, which recently launched back into the UK with a dedicated website, unveiled the new line at its flagship store in Munich with Reif in attendance.
The launch is the latest in a series of hook-ups by brands with non-traditional celebrities as they exploit the wide reach and ability of social media celebs to influence their followers’ buying choices.
Twenty-one-year-old Reif is one of the biggest influencers in Germany via her Instagram Pamela_rf account and her own app. She has over three million Instagram followers shares content on fashion, beauty, travel and fitness, but designing her own lingerie collection is a new move for the social media star.
The collection is extensive and mixes sheer mesh, soft velvet, and lace made up into body suits, sporty bralettes, a range of bras and briefs, as well as sleepwear and accessories. Each item is priced between £12.50 and £25.
The company said parts of the collection are made to be seen rather than hidden with the star piece being a blue velvet bodysuit with cutouts and sheer contrasts that Reif suggested could be worn with ripped denim jeans and a white, slightly transparent T-shirt, so you can just about see the item through it.
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