No More Body Shots For Elle

No More Body Shots: Elle Macpherson Shifts Focus On Her Lingerie Range

After 15 years of putting her body on the line for her own highly successful brand of lingerie Elle Macpherson will no longer appear as the model in the advertising images of Elle Macpherson Intimates.

Her decision to concentrate on her role as Creative Artistic Director for future campaigns does not mean she's retiring from modelling altogether. She'll continue to work in front of the camera for specialist clients and on other editorial work.

As the woman who blazed a much-followed trail with her own lingerie range Ms Macpherson feels it's time to give the product a fresh impact.

"Just as the launch of Elle Macpherson Intimates re-invigorated the entire Australasian underwear market, " she said, " We're now going to take things in a new direction."

"The next campaign is a stunning departure from the tradition we conceived and developed. I hope it marks the start of another generation of leading the pack.

"And at the personal level I'm looking forward to the creative challenges as well as the chance to work at the cutting edge of a rapidly changing industry."

The new Elle Macpherson Intimates campaign - launching in August - was shot in London by the highly awarded and controversial photographer, Rankin. His recent subjects have included unusual takes on British Prime Minister, Tony Blair, Madonna and even The Queen. Sydney creatives, The Glue Society, worked with Elle on the concept and realisation of the campaign.

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