Heidi Klum cuts some moves in new campaign for budget denim brand Jordache

By Olivia Fleming

PUBLISHED: 15:17 EST, 9 August 2012 | UPDATED: 16:02 EST, 9 August 2012

Having Heidi Klum endorse any brand is bound to be a success, and that's just what Jordache jeans is hoping by signing the reality TV star and supermodel mum on for its new campaign.

While the famous Eighties budget line has flown under the radar in recent years, the brand will debut its first print and TV campaign in 20 years with the supermodel as its fresh face, for a re-launch in Wal-mart stores across the country.

In the ad, the all-performing, Jordache-clad 39-year-old will dance to an updated Seventies-style soundtrack from Brooklyns Ian Love, choreographed by So You Think You Can Dances Mia Michaels.

New look: While the famous Eighties budget line has flown under the radar in recent years, the brand will debut its first print and TV campaign in 20 years with the supermodel as it's fresh face

New look: While the famous Eighties budget line has flown under the radar in recent years, the brand will debut its first print and TV campaign in 20 years with the supermodel as it's fresh face

Liz Berlinger, president of Jordache told WWD of her dancing talents: 'Heidis beautiful and a great businesswoman and designer, and she also turns out to be an amazing dancer with great stamina.

'She danced from 10 in the morning until midnight in 5-inch heels. Id have a hard time walking down the street in the heels she was wearing.'

Ms Klum's partnership with Jordache goes back to 2007, when she was was chosen to be the face of the company's new rebranding. Then in 2008 she designed a line of denim for the brand, and also starred in the ads.

Supermodel mover: The all-performing, Jordache-clad 39-year-old will dance to an updated Seventies-style soundtrack from Brooklyns Ian Love, choreographed by So You Think You Can Dance's Mia Michaels

Supermodel mover: The all-performing, Jordache-clad 39-year-old will dance to an updated Seventies-style soundtrack from Brooklyns Ian Love, choreographed by So You Think You Can Dance's Mia Michaels

Supermodel mover: The all-performing, Jordache-clad 39-year-old will dance to an updated Seventies-style soundtrack from Brooklyns Ian Love, choreographed by So You Think You Can Dance's Mia Michaels

Model moves: The ads, shot by the famed British photographer and filmmaker, Rankin, will feature Ms Klum in four different kinds of Jordache jeans - from red and to the superskinny

Model moves: The ads, shot by the famed British photographer and filmmaker, Rankin, will feature Ms Klum in four different kinds of Jordache jeans - from red and to the superskinny

Model moves: The ads, shot by the famed British photographer and filmmaker, Rankin, will feature Ms Klum in four different kinds of Jordache jeans - from red and to the superskinny

The ads, shot by the famed British photographed and filmmaker, Rankin, will feature Ms Klum in four different kinds of Jordache jeans - from red and to the superskinny.

The supermodel-endorsed jeans, which will be a! vailable ! for $16.44 at Wal-Mart, is part of Jordaches continued attempt at targeting a younger customer.

Last year, the company used 23-year-old 30 Rock star Katrina Bowden as its spokeswoman, but it decided to return to Ms Klum, not for her age, but because of her youth appeal.

New face: Last year, the company used 23-year-old 30 Rock star Katrina Bowden as its spokeswoman, but it decided to return to Ms Klum, not for her age, but because of her youth appeal

Tried and true: Last year, the company used 23-year-old 30 Rock star Katrina Bowden as its spokeswoman, but it decided to return to Ms Klum, not for her age, but because of her youth appeal

The supermodel-endorsed jeans, which will be available for $16.44 at Wal-Mart, is part of Jordaches continued attempt at targeting a younger customer.

Jean genie: The supermodel-endorsed jeans, which will be available for $16.44 at Wal-Mart, is part of Jordache's continued attempt at targeting a younger customer

'Were pushing a young missy product here, and Heidi is a great fit,' Ms Berlinger said.

She also noted that the brand will look to expand the Wal-Mart offering into categories such as tops, lingerie and accessories through internal expansion and licensing arrangements, with possible brick-and-mortar Jordache stores on the way.


Comments

Post a Comment