Playtex hires Christensen for new range

Supermodel Helena Christensen is joining Eva Herzigova as the latest Playtex bra girl.

Christensen, who has also signed a second season with the Burton Group for its Dorothy Perkins chain, is being brought in as a familiar supermodel to promote a range of underwired bras for the new Infinity brand.

She is currently in Rome on a photographic shoot for the Playtex campaign, created by Saatchi & Saatchi, due to break in May.

A spokeswoman for Playtex says Christensen will not directly compete with Herzigova because the Infinity range has more “mass appeal”.

But Playtex’s decision to pull in a supermodel may have stemmed from the success that Herzigova has had with the Wonderbra campaigns.

Volume sales of the bra in creased by 41 per cent last year after Herzigova appeared in the raunchy billboards with slogans like “Hello Boys” and “We’ve been apart too long”.

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