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After years spent critiquing the work of countless designers on “Project Runway,” Heidi Klum is ready to put her own name and work on the line.
This story first appeared in the September 7, 2010 issue of WWD. Subscribe Today.
The supermodel has teamed up with New Balance to design an activewear collection that will be sold exclusively on Amazon.com. The line, rendered in cotton and silk and dubbed Heidi Klum for New Balance, includes tunics, woven tops, leggings and outerwear.
The collection will be available in a boutique on the Web site in the U.S., U.K., Germany and Japan on Oct. 7 and prices will range from $32 to $168.
Klum was inspired by the increasingly busy lives of women, who she said want to be “stylish, comfortable and hip.”
“I definitely know what it means to be on the go: four kids, school drop-offs, playdates, sports activities, the park…it goes on and on,” Klum told WWD. “As much as I love the gowns and sparkly clothes, what I turn to most in my closet are active clothes that look stylish but are comfortable and work for all of my activities. That is exactly what my line for New Balance is all about.”
She is also behind the inaugural ad campaign, shot by Rankin, with the help of Amazon’s clothing creative director, Jan Dikkers. “I am all about action and so is my line for New Balance; so for our first campaign, I envisioned myself on the trampoline — a fun symbol of energy and activity,” said Klum.
Along with an integrated viral component, print ads will begin running in November magazines.