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9 January 2024

Vorarlberg Insight: Hanro celebrates its 140th anniversary with the 'Hedy' collection in honor of inventor and Hollywood actress Hedy Lamarr

The international lingerie and loungewear brand Hanro (part of the Huber Group), headquartered in Götzis, Vorarlberg, Austria, with subsidiaries in Europe and America, is available in about 50 countries and has its own stores worldwide, such as in Vienna, Gstaad, Dubai, London or Beverly Hills. Founded in Switzerland in 1884, the company is known for its lace made in Vorarlberg, such as the anniversary collection 'Hedy' with pieces featuring the 'H' of the Hanro logo and a Swiss flag-like cross reminding the history of the brand, which began with circular knitting pioneers Albert Handschin and Carl Ronus (history at Over the decades, the brand's products have appeared in Hollywood films, such as in the famous scene where Marilyn Monroe stands on the subway grate in 'The Seven Year Itch'. As the breeze lifted her dress, she was wearing Hanro underwear. Or the film 'Eyes Wide Shut', in which Nicole Kidman wore an iconic top from the brand.

Now, another star from the heart of the movie industry plays the lead role in the 140th anniversary campaign and collection, named 'Hedy,' which pays tribute to the innovator and actress Hedy Lamarr, who was born in Vienna in 1914 and moved to the United States, where she became known not only for her beauty, but also for developing a technology to help the Allied forces during World War II by creating a secure communications system. Today, her innovation is considered a pioneering contribution to the field of wireless communications.

Images: The Spring/Summer 2024 'Hedy' 140th anniversary collection pieces were presented in January 2024 on the occasion of the upcoming Valentine's Day, with campaign images shot on the French Riviera that convey 'savoir vivre'. Right: The retro underwired bra in apricot brandy with light tulle lining is available with matching briefs. Details of the 140th anniversary campaign and collection, including behind-the-scenes photos, are published at

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