Claudia Schiffer aims to create lasting fashion brand

Wed Jul 6, 2011 2:56pm EDT
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By Astrid Wendlandt

PARIS (Reuters) - German supermodel Claudia Schiffer launched her first cashmere collection during Haute Couture fashion week in Paris with the hope of creating a lasting brand that she could pass on to her children.

The 40-year-old former Chanel muse said she has been thinking of getting into fashion design for years and had finally decided to start with the kinds of clothes she wore all the time as a working mom such as cashmere dresses and sweaters.

"I am always very busy, I have a family life... I want to wear the same outfit when I bring my children to school and then go to work with it and in the evening I want to be able to just change accessories," Schiffer told Reuters at the launch of the Claudia Schiffer clothing line in trendy Paris boutique Colette.

"Effortless chic. That is the idea of it," she added.

Schiffer's collection included long tube black and navy blue dresses, grey oversized cardigans and cable-knit sweaters costing from 250 to 500 euros ($360-$725).

Schiffer, who lives in Britain, is married to film producer Matthew Vaughn with whom she has three children.

While creating her brand was a "dream come true," the model acknowledged history was full of celebrities who had gone into fashion. For some, such as former Spice Girl Victoria Beckham, the venture has been a success, while others have proved disastrous such as U.S. actress Lindsay Lohan at Emanuel Ungaro.

"I don't want this to be a celebrity line. It is meant to be a lasting business not a quick celebrity licensing line," Schiffer said.   Continued...

<p>Model Claudia Schiffer arrives on the red carpet for the screening of the film "This Must Be The Place", in competition at the 64th Cannes Film Festival May 20, 2011. REUTERS/Jean-Paul Pelissier</p>