Heidi Klum, supermodel andÂ wife of singing sensation Seal is now anÂ international footwear designer too. Heidi Klum has recently finished her 3rd footwear collection for Birkenstock. This collection, according to Birkenstock, is her most glamorous take on Birkenstock sandals to date and includes:
Madrid â€œDiamondâ€ feature metallic grained leather uppers in gold or silver appliqued with rhinestones and crystal hearts.
â€œSaphireâ€, Heidiâ€˜s two-strap sandal features two-tone metallic leather uppers, adorned with rivets and rhinestones. This style is available in three colour combinations: gold/silver, pink/silver and green/blue.
All sandals had their traditional cork-latex footbed covered in matching metallic leathers and come with a silver plated Heidi Klum pendant.
An objective on-looker might deduce that Birkenstock are moving away from their traditional “eco-conscious” and “green” customer base and are attempting to woo a new affluent and trendy customer who would easily empathise with the glamourous profile and, indeed, lifestyle of Heidi Klum and Seal. Let’s face it, the traditional Birkenstock customer has probably never even heard of Heidi Klum and is more likely to empathise with GhandiÂ or St Francis. So is this a conscious decision by Birkenstock to move away from their traditional “carrot-crunching” customer base or are they simply attempting to be all things to all people? The latter is perhaps the more plausible answer and who can blame them for wanting to achieve global dominance just like every other high-profile brand.
Nonetheless, part of us all longs for a brand free from celebrity and stardom, a brand pure, free and simple — a brand reminiscent of the “hippie” era. Birkenstock used to be that brand. Maybe a new celebrity-free “Brand Messiah” will come forward and fill the void — suggestions in writing please.