Coty Names Heidi Klum Astor’s Artistic Director

Supermodel and TV personality Heidi Klum has been tapped new face and artistic advisor for the global beauty brand Astor. As part of the long term collaboration, Klum has partnered with Astor to help set artistic direction for a new generation of modern makeup collections and communicate her fashion-forward point of view to consumers, the press and beauty influencers.

This first-of-its-kind creative collaboration allows the Astor brand to integrate Klum’s fashion-forward point of view into the brand collections, and capitalize on the style trends, as part of the company’s mission to introduce the brand to a new audience and speak to consumers in a totally new and unique way. In this capacity, Klum will be involved in the design of product collections inspired by the latest runway trends, and appear in upcoming print and television campaigns.

As part of the alliance, Astor will make Klum’s personality and inspiration an integrated part of the brand’s marketing message through print, online and in-store efforts, according to Coty.

An internationally successful model, Klum has also established herself as a multi-talented television host and producer, actress, fashion designer and astute business woman. She is known across the world not only for her fashion magazine covers, but as the award-winning host of ‘Project Runway’ and ‘Germany’s Next Top Model by Heidi Klum.’ Klum has also created and designed several successful beauty and fashion collections for brands including Victoria’s Secret Beauty, Destination Maternity and New Balance for Amazon.

“We are very excited about the new partnership between Heidi Klum and Astor and feel that it has huge potential,” said Bernd Beetz, chief executive officer, Coty Inc.