JCP or better known to many as JCPenney and legendary supermodel Elle Macpherson are taking the plunge this spring to introduce an exclusive new lingerie brand, THE BODY by Elle Macpherson Intimates^™. To Coincide with the launch, JCPenney is creating an elevated shopping experience in lingerie by adding certified bra-fit specialists, enhancing its visual presentation and offering an alluring collection of bras, panties and shapewear from national and private brands – including the recent return of customer favorite, Ambrielle^®.

“I am intimately involved in the creation of all Elle Macpherson Intimates collections because I love helping women feel effortlessly beautiful. Lingerie is the first thing that she puts on every day, so it’s important that it makes her feel special,” said Elle Macpherson, creative director for Elle Macpherson Intimates. “Partnering with JCPenney allows me to fuel my passion for creating premium lingerie that is accessible to more women across America.”

The holistic collection offers four distinct bra styles in smooth, natural, boost and fit with corresponding features that allow women to choose their level of support from modest to maximum lift. Coordinating panties also come in a range of shapes such as hipster, bikini and thong in fabrications that include stretch, seamless, mesh patterns and lace.

“Elle Macpherson has been on the cutting edge of innovation in the intimate apparel industry for more than two decades, combining impeccable design with luxurious fabrics,” said Ivy Spargo, SVP and general merchandise manager of intimate apparel for JCPenney. “We are thrilled to partner with Elle on this exclusive new collection and delighted to share her exceptional fashion expertise with our customers.”

THE BODY by Elle Macpherson Intimates^™ collection is currently available in 300 stores and online at jcp.com.