heidi

Women who buy the Heidi Klum for New Balance collection presumably will be “in” rather than “out.”

Designed for “modern women on the go,” the supermodel and “Project Runway” host’s new activewear collection for the Boston athletic brand launches exclusively on Amazon.com this fall.The line will run $31 to $168 for pieces including tunics, woven tops, leggings and outerwear designed to fit every body type.

Busy women including Klum have changed the way they shop, turning to online sites for their wardrobes, according to the German model.

“I could not think of an easier way to shop than from my bed on my laptop,” Klum said in a statement. “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 our favorite coffee shop in the morning, we all have one thing in common - we want to be stylish, comfortable and hip.”




Klum’s New Balance line will be available on Amazon in the United States, United Kingdom, Germany and Japan starting Oct. 7.

Klum also worked on the ad campaign for the collection. Shot by fashion photographer Rankin, it will include a viral component and print ads in national publications beginning in November.




“I am all about action, and so is my line for New Balance,” she said. “So, for our first campaign, I envisioned myself on the trampoline - a fun symbol of energy and activity. We have one in our backyard and my kids love it, so I spend a lot of time on it myself.”