THE lingerie business is a booming industry and with big bra sales comes big money – especially if there’s a big-name celebrity behind the designs, or modelling in front of the camera.
According to Statista, the global lingerie market is currently valued at a staggering $55 billion (£40.8bn), and in 2022 it was estimated to be worth around $5.3 billion (£4.3m) in the UK alone.
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There’s big money to be made in the lingerie industry if you’re a household name like Amanda HoldenCredit: CHRISTIAN VERMAAK/JD WILLIAMS
With lingerie becoming an increasingly lucrative business, it’s little surprise so many of our favourite stars opt to branch out into the industry.
Here, with the help of PR experts, we take a closer look at some of the biggest names in the lingerie game, and assess how much they could be earning from their ventures…
SAVAGE X FENTY – Rihanna
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Rihanna is a huge powerhouse name in the lingerie marketCredit: Savage X Fenty
Rihanna’s personal net worth in 2023 is estimated to be a staggering $1.4 billion (£1.1bn), according to Forbes, and her lingerie line Savage X Fenty is reportedly worth $270million (£220m).
PR expert and coach Natalie Trice says: “Rihanna’s net worth just shows her business prowess.
“With Savage X Fenty, Rihanna mirrors her commitment to inclusivity, challenging conventional beauty standards, and allowing women to connect with her on a deeper level.”
Branding and culture expert Nick Ede says: “Rhianna has done an amazing job creating her lingerie brand, and not only is it so inclusive, the business model of a subscription service means she’s raking it in.
“I reckon she will be making around £20m a year, and because the brand is online the overheads aren’t as large so she can make even more of a profit.”
Skims – Kim Kardashian
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Kim created her shapewear brand after not being able to find underwear that matched her own skin toneCredit: INSTAGRAM
It seems there’s nothing Kim Kardashian can’t turn her hand to with her shapewear brand now worth billions.
Natalie says: “Kim Kardashian takes no prisoners and as a shrewd businesswoman she has an estimated net worth of $1.7 billion (£1.3bn), with her loved-by-millions Skims range valued at $4 billion (£3.2bn).
“The soft, feminine but sexy pieces showcase a desire to provide shapewear for all body types and give women access to lingerie that makes them look and feel good.”
Nick adds: “She’ll be making over £50m a year as the queen of shapewear, surpassing the original Spanx brand and there’s no stopping her.”
Marks and Spencer – Rosie Huntington-Whiteley
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Rosie has been a big name in the lingerie industry for over a decade, working with M&S to produce hugely popular collectionsCredit: MARKS AND SPENCER
According to Celebrity Net Worth, model Rosie Huntington-Whiteley has an overall net worth of $30m (£24m).
She’s been working with Marks and Spencer for over a decade, producing everything from lounge wear to hugely popular lingerie collections for the high street brand.
And, the collaboration has proved extremely successful with Rosie often credited for helping make the brand the success it still is today.
Nick says: “She’ll be making a cool £2m a year, and she has become a central part of Marks and Spencer’s continuing success.
“She single-handedly made M&S cool ten years ago and she’s still keeping the brand relevant.”
Victoria’s Secret – Abbey Clancy
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Abbey teamed up with Victoria’s Secret and has modelled a wide range of sexy and sporty setsCredit: Mega
UK supermodel Abbey Clancy, who is married to former footballing pro Peter Crouch and has an estimated net worth of $3.4m (£2.7m), teamed up with Victoria’s Secret for their Christmas campaign last year.
And she hasn’t looked back since, modelling a whole host of sexy and sporty styles for the brand.
Natalie says: “Victoria’s Secret may come under scrutiny for their angels but their smart collaboration with the girl-next-door once again keeps things real.
“More broadly, Clancy has a wider fashion portfolio too, including her work with Tesco and their F&F range, so those club card points must be adding up for someone!”
Nick says: “Abbey will likely be making over £1m a year from this collaboration, and will probably make more, the more she sells.
“She’s very likeable and popular, and is the perfect face for the brand.”
Intimissimi – Jennifer Lopez
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Jennifer Lopez is the latest big name to team up with underwear brand IntimissimiCredit: INTIMISSIMI
Earlier this year, Jennifer Lopez – who is worth a cool $400m (£320m) – signed on as Intimissimi’s New Global Brand Ambassador, joining the likes of Sarah Jessica Parker and Heidi Klum.
Natalie says: “Jennifer Lopez’s role as Intimissimi’s global brand ambassador signifies the brand’s commitment to engaging with diverse audiences and they tap into her global appeal as they want strong, modern women to buy into their products.
“Let’s face it, who doesn’t want to look like Jennifer, but more importantly, to feel confident and know what they want from life.”
Nick adds: “J-Lo won’t get out of bed for a few million, so I can imagine she will be commanding a hefty sum.
“For all women – and those over fifty especially – she’s a style and body inspiration, and shows you can look and be sexy at any age with this new campaign.”
JD Williams – Amanda Holden & Davina McCall
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Both Amanda Holden and Davina McCall have collections and have modelled for JD WilliamsCredit: CHRISTIAN VERMAAK/JD WILLIAMS
JD Williams have teamed up with not one household name, but two – really championing their brand.
Both Davina McCall – who has an estimated net worth of £4m – and Amanda Holden – worth approximately £3.6m – have collaborated on lingerie collections.
Natalie says: “These ranges provide a pathway for people to buy into the celebrity lifestyle and feel glamorous without breaking the bank. At a time when most of us are watching the bank balance, this works in their favour.
Nick says: “Both these household names look sensational – I can imagine they’ll both be making around £1m from their collaboration with the popular brand.”
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Davina McCall has modelled lingerie for the brandCredit: JD Williams
