Playboy has launched its first line of lingerie. This will be followed by ten more collections set to be launched in new colours, fabrics and styles in the coming weeks which draw inspiration from the brand’s 70- year heritage.

The first line is called the Icon Collection and features Playboy’s signature rabbit head logo on a range of mesh pieces that are meant to evoke beauty, free will and confidence. This is Playboy’s first proprietary line of lingerie, built on its core value of freedom of expression. While the lingerie line is definitely the primary focus of this release, there are also plans by Playboy to roll out more categories throughout the year, including denim, flannel and sleepwear.

The Playboy brand appeals to younger consumers in the United States, who have grown significantly as a share of its customers over the last few years. The company believes this category expansion leans into its brand values and into its expertise in lingerie from its elevated luxury lingerie brand, Honey Birdette. The company looks forward to continued category expansion and will leverage these new product lines across the Playboy ecosystem, including through its robust creator network.Playboy has worked with brands in the past on co-designed collections to reach new customers but this time it’s their very first launch and the company is expected to have good conversions.