Halle Berry launches Scandale Paris in Target

Actress Halle Berry has partnered with French lingerie brand Scandale Paris to introduce the brand globally and launch it in select Target stores and online at Target.com from this week.

Founded in 1932, Scandale was recently rediscovered by Berry who has teamed up with lingerie manufacturer Erik Ryd, owner of Hop Lun (HK) Ltd., to introduce a collection of 10 items including bras and knickers to the American market, ahead of a worldwide launch in 2015.

“I fell in love with Scandale while I was in Paris, because the brand reminded me of the city itself – beautiful and inspiring,” Berry said in a press statement. "I am excited for the US debut to be at Target and to launch the brand globally in 2015. I look forward to giving more women the chance to enjoy what European women have come to love for more than eight decades.”

As well as being the face of the brand, the Oscar-winning actress will serve as the “muse and curator” for the lingerie label, bringing her “sense of style and understanding of the different facets of a woman’s life” to inspire a collection that is “practical, beautiful, and seductive”, the French lingerie brand said.

Berry added: “I was drawn to Scandale because of its French heritage and gorgeous lingerie. The products are designed to support a woman’s desire to look beautiful as well as her essential need to feel confident and comfortable in her body.”

The affordable line ranges from 7 dollars for knickers to 18 dollars for bras.