Jordache Jeans Hires Heidi Klum to Revitalize their Brand

When was the last time you heard anything in the mass market about Jordache jeans? Maybe yesterday when Jordache announced that Heidi Klum of Project Runway and Victoria’s Secret fame would be the face of their new ad campaign.  Way before there were True Religion jeans and Seven for All Mankind, Jordache jeans were the hot brand.  That was back in the 70’s/80’s disco era.  Now, it looks like Jordache thinks they can revitalize their brand with Heidi’s star power. This is the first big ad campaign for the company in 20 years.  That’s one helluva long time.

“Heidi is beautiful, and incredibly talented, with a vivacious personality – she is a great fit for Jordache. She represents the heart of Jordache – iconic fashion, family values, approachable style and grace.” says Liz Berlinger President of Jordache.  Really? I agree with the vivacious and beautiful part of this story, but she’s hardly the pitch woman for family values.   Seems like a bit of wishful thinking there.  But with Walmart being a mass distributor for Jordache, I think the brand just decided to throw that old family values thing in there, right on top of their heritage of being the hot 70s jean,  I’m guessing the jeans will retail at Walmart for less than $25.00 to $30.00 and that will be more of a draw for Walmart customers than Heidi.  The jeans are already on the Walmart website for kids, and are less than $15.00.  What do you think readers? Does Heidi Klum in Jordache make you long for this blast from the past?