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fashion: feature
 Heidi Klum: hot in Jordache
Heidi Klum is the new face—and
figure—of Jordache
jeans in a new advertising campaign shot by Brett Ratner
HEIDI KLÜM’S
appearance in the new Jordache jeans campaign, shot by movie director
Brett Ratner (the Rush Hour series) shows that the star continues
to shine for the curvy model and entrepreneur.
Jordache’s decision to use Klum is
a smart one: those fans who have followed her from her supermodelling
days will recognize her, while she has an extra legion of fans who
have come to know her from her two reality TV
shows, Project Runway and Germany’s Next Top Model
(look more closely and it’s actually Germany’s
Next Top Model by Heidi Klum). Then there are the countless
acting and talk show appearances, from a regular guest role in Spin
City playing herself to the ever-popular (especially among women)
Sex and the City.
Klum, whose net worth is estimated to be
over £3 million, is a mother of three, married to singer Seal,
and has shoe, lingerie and jewellery lines named for her. Jordache
simply adds to the idea of “Heidi Klum, the brand”,
as elegantly as it has done for earlier models such as Elle Macpherson.
The model who claimed she was ‘too round’
for catwalk modelling and told The Independent earlier this
year, ‘I stick to what I’m good at and have never been
prepared to starve myself to death,’ gives off a sense of humility,
having joked about naming her breasts (Hans and Franz) and her earlier
days on German television. It’s hardly surprising in the industry:
those in the know steer clear of the party girls and the braggarts,
preferring to have their brands endorsed by someone who is unlikely
to dip them into trouble.
Not that Klum has been totally trouble-free.
After her divorce from famed hairdresser Ric Pipino, known to some
of us at Lucire, you can find some in the anti-Heidi camp
who are quite willing to group Klum as difficult to work with.
Her affair with Flavio Briatore, the Formula One racing magnate,
produced a child, at a time when there were more willing to add
fuel to the fire by claiming infidelity from both parties.
But, celebrity culture has short memories and
after her marriage to Seal, the Klum brand has returned to
a high as a glamorous 30-something mother of three, someone who
has had a successful modelling career while keeping her curves.
In 2007, that seems to suit her earnings and those who align themselves
with her.
The latest campaign was shot by Ratner in the
penthouse of the Château Marmont and is aimed at the US
market primarily. The company has announced that there will be a
‘viral component’ to the marketing, along with outdoor
and print. The website itself is ready today, with Klum inviting
visitors to follow the making of her campaign, though the nitty-gritty
comes on September 15, with several pages showing a fancy version
of an “under construction” page.
The black-and-white images give off an idea of
Hollywood glamour and claim to be inspired by the 1930s’ work
of Helmut Newton. Klum‘s gear is the classic Jordache
Falcon Crest skinny jeans, sold in high-end retailers and at Macy’s
and Urban Outfitters.
Make-up was by Aaron de May and hair by Hélèna
Faccenda.
Previous Jordache models have suited the brand
well. Elizabeth Hurley modelled Jordache in 2006, as did Kristin
Davis (making Klum the second Sex and the City alumna).
In 2005, Brittany Murphy was photographed by Patrick Demarchelier
for the brand. •
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Main photograph: Heidi Klum in the
new Jordache campaign shot by Brett Ratner. From top: Some
they made earlier. Elizabeth Hurley, Kristin Davis. Bottom left:
Brittany Murphy as shot by Patrick Demarchelier.
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