Kylie airs her new knickers

Kylie Minogue is the latest celebrity to launch her own brand of lingerie. The LoveKylie range, designed by the star herself, goes on sale in Britain for the first time today.

It includes LoveKylie's signature collection called Vamp "inspired by French boudoir sexiness" and said to provide the "ultimate indulgence".

Kylie, 34, who recently published a book called La La La, came up with the underwear idea after being asked to model lingerie in Australia. Now LoveKylie has arrived in Britain to compete with rival ranges launched by Caprice and Elle Macpherson.

However, at today's launch in Selfridges, Kylie chose not to model the items herself. Instead, wearing a sparkling silver dress, she stood alongside four models who were in the lingerie.

Despite wearing high heels, the 5ft 1in Kylie was dwarfed by the models. "We tried to find short models and look what we got," she said.

Asked if she was wearing her own brand of lingerie the singer replied "yes, of course". This is LoveKylie's sixth collection, after it was originally launched in Australia in 2000. "I brought them out in Australia and thought if it gets big enough there, I'm bringing it out here," she added.

Prices range from £10 to £50 and items are available up to size 16. The range is said to combine "elegant boudoir styles with beautiful fabrics and sleek design". Other collections include Seduce, in which "sexy styling meets pure indulgence" and Cheekies which features "peek-aboo keyholes". The range will be available exclusively through Selfridges until the end of May.

Kylie hopes many of her customers will be men who were previously too shy to buy underwear for their partners. "It's daunting walking into a lingerie department and, hopefully, boyfriends and husbands can now feel a little bit safer about choosing something their partner will like," she said.