Heidi Klum is back, baby. The reality TV star and supermodel mom returns as the face of Jordache jeans after a five-year hiatus from repping the brand (back in 2008 she designed a line of denim and starred in the ads), WWD is reporting.
Jordache is going all out with this one too; it’s to be the company’s largest advertising campaign to date, and will be the first in 20 years to be both in print and on TV. Though Jordache declined to disclose the amount of the “media investment” (aka how much Klum is raking in), we bet it’s a pretty hefty sum.
The ads, shot by Rankin, will feature Klum rocking four different kinds of Jordache jeans–starting with red and moving to skinny. There will also be what sounds like a super-intense dance sequence, which was choreographed by So You Think You Can Dance‘s Mia Michaels. This part of the gig was apparently no problem for Klum, who, in addition to being a supermodel and media mogul also happens to have mad skillz on the dance floor.
“Heidi’s beautiful and a great businesswoman and designer, and she also turns out to be an amazing dancer with great stamina,” Liz Berlinger, president of Jordache, told the trade. “She danced from 10 in the morning until midnight in 5-inch heels. I’d have a hard time walking down the street in the heels she was wearing.”
The campaign and trendy product-offering (which will be available for $16.44 at Wal-Mart) is all part of Jordache’s continued bid to go after a younger clientele. Last year, it used 23-year-old 30 Rock star Katrina Bowden as its spokesmodel, but this year it decided to go with Klum, who, despite her age (she’s 39), apparently has youth appeal. “We’re pushing a young missy product here, and Heidi is a great fit,” Berlinger said.
If things go as planned, Heidi might soon be stripping to her skivvies for the brand too, as Berlinger told the trade that Jordache intends to expand into more categories such as tops, accessories, and lingerie.
Click through for behind-the-scenes images of the making of the campaign.