The intimate side of Gisele Bündchen

247 – Brazilian women will soon be able to dress just like Gisele Bündchen in their private lives without having to burn through their boyfriends' and husbands' salaries. The Brazilian top model – the highest paid in the world, with earnings of US$45 million last year – launched her lingerie line on Thursday night (12) in São Paulo, developed in partnership with Hope. The “Gisele Bündchen Brazilian Intimates” collection, with five themes, consists of 40 pieces, which will arrive in stores from May 25th.

To whet the appetite, and the wallets, of consumers, Gisele showcased three outfits for an audience of 500 guests at Vila dos Ipês, in the Vila Leopoldina neighborhood of São Paulo. The panties, corsets, and nightgowns from her collection will cost, on average, double the price of conventional pieces produced by Hope. Panties from the Bündchen brand, for example, will reach retail for R$ 40 and bras for around R$ 100.

As Hope's brand ambassador for two years, the top model has guaranteed the business partner an estimated 58% increase in sales. In the lingerie collection, she will be entitled, in addition to a fixed amount stipulated in the contract, to a 10% share of sales. The agreement will be valid for two years and includes the launch of six lingerie wardrobes. Optimistic, Hope intends to strengthen its retail network. The company's goal is to open 60 new exclusive franchises by the end of the year, bringing the total number of stores to 115.

Hope is the second company to launch a collection with Gisele's brand in the country this year. In early April, the runway muse signed a clothing line with C&A, ten years after signing her first contract with the retail chain. In addition to signing the "by Gisele" line, the supermodel became the star of the campaign, photographed by Sebastian Kim.