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Fri, May 17, 2013
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Banking on star power
by Joy Pang

Who would have thought books and lingerie could mix?

Lingerie brand Sloggi has teamed up with Taiwanese illustrator Jimmy Liao to come up with a quirky new collection for its Arty Chic range.

Using his works Turn Left Turn Right and My Little Perfect World as inspiration, the brand - owned by underwear giant Triumph - features some of Liao's illustrations inked onto a whole range of lingerie sets.

The result? Underwear that is fun, cheeky and girlish.

My favourite is an illustration of the two leads from Turn Left Turn Right bending over a puppy.

It is printed in the corners of a bright-blue set, a design that is subtle, but speaks classy cute.

Prices start from $72.90 for a bra and $24.90 for a pair of panties.

Mr Harald Hinderberger, Sloggi's head of brands in Asia, admits that the collaboration is an "off-the-beaten- path endeavour", as most endorsements are typically by models or actresses.

But Liao's creativity and unique ability to connect with people through his storytelling fit the brand's free-spirited personality, he said. "Marrying both brands allows us to encompass the mutual spirit of sharing creative pieces of art, print and design," Mr Hinderberger added.

Liao is not the only celebrity lending his name to brands this season.

American songstress Taylor Swift joined hands with shoe brand Keds to produce limited- edition red Champion sneakers ($59) to commemorate the release of her album, Red.

Keds said Swift embodies the brand's "spirit, style and sensibility" and is an inspiration to girls.

British singer Leona Lewis worked with The Body Shop to produce a limited-edition cosmetics collection.

The playful range includes a super- cute pink blusher brush ($32.90), lip gloss ($18.90) in shades of bronze, coral, petal and fuchsia, and blush and bronze compacts ($39.90).

They are packaged with a floral deer motif and are cruelty- free - meaning no animals were harmed in creating the products.

Ms Paula Bedford, general manager of The Body Shop in Singapore, said the floral deer logo, which was developed by the brand and Lewis, "celebrates the freedom of the deer" and the cruelty- free ethos of the brand.

She said: "Lewis is a committed animal-welfare activist who is also passionate about beauty...

She is the perfect partner to help raise awareness against animal testing."

Cute and environmentally- friendly? We're sold.

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