Etam Launches Eva Herzigova Line

Eva Herzigova unveiled her collection for 1.2.3, part of France’s Etam Group, and said it reflects her fashion vision 100 percent.

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PARIS — Eva Herzigova unveiled her collection for 1.2.3, part of France’s Etam Group, and said it reflects her fashion vision 100 percent.

This story first appeared in the April 9, 2010 issue of WWD.  Subscribe Today.

“It has been totally hands-on, no one telling me what to do and designing whatever crossed my mind,” the model said Thursday as she launched her designs at the Crillon hotel here. “Having done my own clothes from when I was young in the Czech Republic, I know how things are assembled and think of each detail. I am a perfectionist and I demand a lot, and I wanted something that is affordable but also luxurious.”

She noted modeling, and exposure to many facts of the fashion industry, helped her in the design process.

“Eva is a real woman, always elegant, and will bring a bit more warmth to the brand,” said Laurent Milchior, co-managing director of the Etam Group, which pegs annual sales for its 1.2.3 brand at 175 million euros, or $233.9 million at current exchange rates.

He noted the collection was targeted at women in their 40s. It is slated to arrive in about 280 1.2.3 locations starting today, including several stores in the Czech Republic.

Prices start from 69 euros, or $92 at current exchange, and run up to 225 euros, or $300, for a dress and 330 euros, or $440, for a leather jacket.

A Web site for 1.2.3 will be launched in July and items from the Herzigova collection will be included. “It will be similar to the Web site we launched for Natalia’s [Vodianova] lingerie line for Etam,” said Milchior.

The collection ranges from casual clothes, including jeans and a colorful gypsy skirt, to dressier fare, up to long silk evening dresses. “I imagined a woman going on a first date,” she said.

The Eva Herzigova pour 1.2.3 collection is based on looks inspired by the model’s wardrobe and personal style. The range includes a trenchcoat and a three-piece white linen suit. Herzigova has also designed accessories, which include evening bags and high-heeled sandals. Shoes will retail for around 130 euros, or $173, and evening bags starts at 80 euros, or $106.

Herzigova hinted at a possible film project, and said she continues her role as ambassador for jewelry house Chopard. “They are celebrating their 150th anniversary, so I will be in Cannes,” said Herzigova, who also continues as the face for one of Dolce & Gabbana’s perfumes.

The Etam Group boasts 3,800 stores in 40 countries under the Etam, 1.2.3 and Undiz banners.

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