Elle Macpherson tole lingerie wouldn't work

Elle Macpherson was told her lingerie wouldn’t work when she started out.

The Australian supermodel was adamant Elle Macpherson Intimates would be a huge success when she launched it, even though industry experts told her there was no room in the market for it. The line went on to become the best-selling lingerie collection in the UK and Australia.

“When I first went to the UK, everybody said to me a business in lingerie won’t work because women ‘buy three for two’ at department store Marks and Spencer,” she said. “I came into this market with a lot of lace and colour and choice. Selfridges showcased the brand and it has a huge percentage of the floor. They are incredibly supportive, as are all the other department stores. In some respects I’ve dared to do what people said couldn’t be done. And I really concentrated on fit. I can put a product out in the market but if it doesn’t fit...”

The 44-year-old model refuses to work on products she doesn’t believe in. She only creates ranges she would buy and that she finds interesting to be involved with. She once turned down the opportunity to design a swimwear range because she felt underwear would be more challenging.

She told Britain’s Hello magazine: “I’m willing to expand and I choose to do things that amuse or interest me or make business sense or are a service to others.”