(Filed Under wholesale Activewear News). Heidi Klum has caught the designer bug. After collaborating with Destination Maternity earlier this year, the model and host of “Project Runway” has designed a New Balance activewear collection for the woman-on-the-go. It will be sold exclusively on Amazon.com starting on October 7.
Klum said she took her own needs as a working mom into account while designing the line. “Busy women, like me, have changed their way of shopping. We now shop online […] I could not think of an easier way to shop than from my bed on my laptop! Our lives as mothers, wives, working women have become so much more than ever before. Whether we are dropping the kids off at school, going out with friends, running errands, running to meetings or swinging by your favorite coffee shop in the morning we all have one thing in common — we want to be stylish, comfortable and hip!”
The collection will include leggings; tunics; woven tops; and outerwear pieces retailing from $32 to $168. It will be available in the United States; Britain; Germany; and Japan.
With its focus on versatility, the line follows the trend toward activewear that is fashionable enough to be worn outside of the gym, which companies like Couture Activewear and Vata Brasil have built their reputations upon.
Kerry Kligerman, executive vice president of apparel for New Balance, said the collection achieves this blend of fit and fashion by utilizing the activewear company’s expertise in fitness apparel combined with Klum’s sense of style.
“Heidi Klum for New Balance combines New Balance’s expertise in fit and form with Heidi’s commitment to sophisticated style to create a versatile collection for women that is both everyday wearable and luxurious,” she said.
The advertising campaign, which will hit national publications in November, features images of Klum on a trampoline. According to New Balance, Klum and Jan Dikkers, creative director of clothing for Amazon, collaborated on the campaign. Photographer Rankin, who has collaborated with Klum on many projects, and released the book “Heidilicious” chronicling his photos of her, in 2009, shot the campaign.
New Balance’s athletic footwear and apparel is sold in 120 countries on six continents worldwide. The company employs approximately 2,800 people worldwide, and manufacturers 25 percent of its shoes in the United States.
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