In the 1980s, together with Linda Evangelista, Christy Turlington, Tatjana Patitz, Naomi Campbell, Kate Moss, Pavlína Pořízková and Cindy Crawford, Macpherson became part of the new generation of supermodels. In 1994, she left her agency, Ford Models, to work more lucratively for her own company, Elle Macpherson Inc. This company would serve as a financial and organizational base for her later endeavours.
MacPherson soon went on to produce her own highly popular series of calendars, each of which was accompanied by a "making of" television program in 1992, 1993, and 1994. She used this success as a springboard to create the "Your Personal Best – The Body" series of workout videos.
Macpherson later diversified her portfolio of businesses, and in 1990 launched her lingerie collection 'Elle Macpherson Intimates' in partnership with Bendon Limited Apparel. Intimates met with remarkable international success, becoming the single best-selling lingerie line in both Great Britain and Australia Breaking the mould of many models, Macpherson took an active role in the development and management of the company, serving as Chief Marketing Officer and later Creative Director. While nursing her second child, she spearheaded the development of a signature maternity bra line. Intimates has retained a high brand recognition into the 2000s, appearing as a featured brand on America's Next Top Model.
More recently, Macpherson created her own label of beauty products: "Elle Macpherson – The Body". She has launched or served as spokesmodel for campaigns by Boots, Invisible Zinc, and Hot Tuna.
The BBC-TV series The Money Programme aired a documentary which followed Macpherson through her day-to-day business as she continued to develop her international lingerie business.
March 2008, Macpherson signed a three-year spokesperson deal with Revlon cosmetics. She has since been featured in print and advertising campaigns for that company;it has been announced by Macpherson herself that she would expand her underwear line by creating a new Lingerie Collection baptised 'Obsidion' which would be launched in Spring 2010.
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