New Balance: Box frenzy

You probably didn’t realise that Seal’s wife has a part time job in the Amazon packing factory. When she’s not strutting down the catwalk and hosting ‘Project Runway’ and producing ‘Germany’s Next Top Model’ she likes nothing better than packaging copies of ex prime ministers autobiographies into boxes. There’s nothing quite like the feel of cardboard.  Next season everyone will be wearing it.

Ok, maybe Heidi Klum hasn’t actually swapped the catwalk for a job in a box factory, but she’s certainly intent on making her mark on online shopping.

The model and presenter has teamed up with sportswear company New Balance on a new active wear collection designed for busy women. The new ‘Heidi Klum for New Balance’ collection will go live this autumn exclusively on the Amazon Clothing Store.

This new line aims to highlight how online shopping is becoming a necessity for busy working mothers. “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," says Klum. “Busy women, like me, have changed their way of shopping.  We now shop online”.

“Like so many of our customers, Heidi is a busy mom who cares about fashion and ease in equal measure,” says Cathy Beaudoin, VP of Apparel at Amazon.

Klum is said to have been highly involved with the creative, coming up with the concept for the print campaign (which has been shot by Rankin).

The print promotion goes live in November alongside an as yet undisclosed “integrated viral component”.

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