Lingerie is a hot and celebrities seem to be scurrying to put their imprint in the industry.
The latest celeb entrant with a lingerie line is Halle Berry.
The Academy Award-winning actress announced Thursday that she has invested in the iconic French lingerie label Scandale Paris, marking her as co-owner of the 80-year-old brand. Berry will partner with Erik Ryd, owner of Hong Kong-based manufacturer Hop Lun, to re-launch the luxury label.
"I fell in love with Scandale while I was in Paris, because the brand reminded me of the city itself — beautiful and inspiring" Berry said in a statement, adding that the brand will launch globally in 2015. "I look forward to giving more women the chance to enjoy what European women have come to love for more than eight decades."
"It is a fantastic opportunity to have this relationship with Halle Berry where she is a true partner in the business," Erik Ryd, fellow co-owner of Scandale Paris, said via press release. "We are delighted that she discovered Scandale and wanted to be a part of the brand's future. Her knowledge of what women want matched with our lingerie expertise and Scandale's rich heritage is what makes this collaboration so special."
Scandale Paris is set to launch in select Target stores and Target.com on October 27. According to an official release, the range of undergarments is "designed to uniquely celebrate the many roles woman play [...] as well as the desire to feel her best self." The debut collection will feature 10 pieces, including bras ($16 to $18) and panties ($7).
Move over, Victoria's Secret, there is a new girl in town.