Heidi Klum has a new role: fragrance creator at Coty.
Klum has signed a deal with Coty Beauty to produce her own fragrance, to be called Shine. It is expected in September.
“Heidi has a unique position in the market,” said Steve Mormoris, senior vice president of global marketing for Coty Beauty. “She is not just a supermodel or a celebrity — she is also a businesswoman. She is very multifaceted — we plan to create a fragrance which celebrates all of those facets.”
Renato Semerari, president of Coty Beauty, agreed that what attracted Coty to Klum was her versatility — the different roles she plays, her notoriety and her personality. “She is a complete woman, very modern,” he said, pointing out that Klum has evolved beyond her fashion beginnings and become a businesswoman as well as a wife and mother, all with a down-to-earth personality. “She is an entrepreneur; she is a showgirl,” Semerari said, adding that Klum’s role on TV’s “Project Runway” “has given her a strong bond with the consumer.”
Also, as a German working in the U.S., Klum exudes a global quality, he added, noting she already is working with Coty as the face of the Lady Astor cosmetics brand. Semerari said Coty has been pondering how Klum’s role might be expanded. One idea is to create a Heidi Klum collection within the Lady Astor range. He described that suggestion as “something highly possible.”
Klum also is involved in reshaping the Coty-owned Astor Cosmetics brand, a deal announced in September. She is both serving as an artistic director and adviser as well as appearing in advertising for the color cosmetics brand, which is sold only in Europe.
In addition to her roles at Coty, Klum has designed an activewear collection, HKNB, with New Balance, sold exclusively on Amazon.com. The mother of four also has designed maternitywear for retailer A Pea in the Pod and Motherhood Maternity. In the past, she has served as a spokesperson for Victoria’s Secret Beauty, as well as for Ann Taylor and Volkswagen.
“Heidi Klum’s radiance, warmth and spontaneity are perfect for Coty,” said Bernd Beetz, chief executive officer of Coty Inc. “Her personality and business ventures will help Coty reach untapped audiences.”
Beauty deals are in Klum’s blood, as she told WWD in September: “My father worked as the marketing director for 4711, a cosmetics company in Germany, for 20 years,” Klum said. “He would always bring home testers of lipsticks, eye shadows and perfumes. I absolutely loved it — I started wearing makeup and experimenting with beauty products way too early. In German schools, it is mandatory for students to find a three-week internship when they turn 13 to get work experience. I worked at 4711, where I had to do everything from filling perfume into bottles, sitting at the conveyor belt for quality inspections to marketing to the labs where the vats of creams [were] being developed. It’s funny how it’s all come back around again!”
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)