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'Cosmopolitan' Magazine is Creating a Lingerie Line Exclusively For JCPenney

By Lindsay Schallon on

. . .

(Photo by Scott Olson/Getty Images North America) JCPenney unveiled its plans for a new makeover in February 2012.

JCPenney (Getty)

Two weeks ago, JCPenney unveiled the second part of the department store's major revamp—bringing in popular fashion brands like Joe Fresh and updating shopping areas with high-tech Apple-eque gadgets.

That was just the beginning.

According to a report in WWD, Penneys is adding another wave of shops to its reinvented sales floors, this time in the lingerie department. Ooh la la.

Penneys will now carry lines from Cosabella Amore, Vanity Fair, and Maidenform—and, get this, Cosmopolitan is also getting into the intimates game. (It was only a matter of time, right?)

“We are executing all the current runway trends for intimate apparel,” said Lorraine Hitch, senior vice president and general merchandise manager of women’s accessories and intimate apparel, to WWD.

“It will be very fashionable but very accessible and extremely affordable,” she continued describing how most of the Cosmo line is priced under $30. “Cosmopolitan is going to be merchandised in all stores in a number-one location in intimate apparel — as a boutique with all new visual elements.”

The new shops will start opening in spring 2013.

We can't wait to see this! Would you ever buy your skivvies from a Cosmo or Vanity Fair intimates line? Let us know in the comments below!