British lingerie company BlueBella teamed up with writer E L James to create the official Fifty Shades of Grey lingerie collection taking inspiration from her bestselling novels.
Gift sets feature some of the book’s most memorable catchphrases embroidered into the fabric such as “laters baby” and “You. Are. Mine”.
There’s also baby doll sets, detailed lace button-up briefs and bra and knicker sets with detachable silk satin ties.
The Fifty Shades of Grey collection will be debuted at the Moda Lingerie & Swimwear Show at the NEC Birmingham in August and will then go on sale with items ranging in price from £12 ($19) to £40 ($63).
BlueBella teamed up with writer E L James to create the official Fifty Shades of Grey lingerie collection
Emily Bendell, chief executive and founder of BlueBella, said: “The <<Fifty Shades effect>> has benefited our business and the books have played a significant role in shifting perceptions of female sensuality.
“This is core to our vision too, so we feel this is a perfect partnership.”
BlueBella have launched the first collection this summer in the hope it will become a must-have stocking filler at Christmas.
A second collection will hit the shops next summer to coincide with the launch of the anticipated film adaptation.
BlueBella was founded in 2005 by Oxford graduate Emily Bendell, with a mission to inspire female confidence.
Emily Bendell wanted to create seductive fashion lingerie and sensual products, designed by women, for women.
Rumors of an official merchandising deal for a Fifty Shades brand surfaced months ago, and this week TMZ claimed that Fifty Shades-themed lingerie, sleepwear and clothing will be coming to a store near you very soon.
Three separate companies have confirmed licensing deals with author E.L James to sell the first-ever official Fifty Shades branded apparel line: A company called HYP will be selling hosiery, garters, and tights; FREEZE Clothing will be selling the knits, tees, and hoodies and Briefly Stated will sell daywear, loungewear, sleepwear and underwear.
TMZ claimed that Fifty Shades-themed lingerie, sleepwear and clothing will be coming to a store near you very soon
E.L. James – who earns almost $1.5 million a week from the erotic books – signed a deal with independent agency Caroline Mickler earlier this summer, giving Mickler the responsibility for building the brand worldwide.
Caroline Mickler told fashion blog fashionista.com: “The market’s interest in Fifty Shades of Grey as a brand is enormous.
“With continuing book sales and a film version keeping awareness high, we expect this property to make a very strong showing in a number of licensed categories over the coming months.”
A Facebook poll today put Batman star Christan Bale as favourite to play billionaire Christian Grey in the movie of the book ahead of Robert Pattinson and Magic Mike star Matt Bomer who has been the favorite for the role since Universal Pictures acquired the rights.