Anchor Blue is collaboration with Heidi Montag ("The Hills'') on a new apparel line and ad campaign to help redefine the retail chain. The company’s goal is to expand their demographic from junior teenyboppers to an older pre-adult 16-to-21 demographic. For the job they choose Heidi Montag to be the guest designer as well as spokesperson.
FYI: Montag does have some experience when it comes to fashion design. She’s a Los Angeles Fashion Institute of Design & Merchandising drop out.
The print ad campaign featuring Montag will be available April 1st, then a couple weeks later on the 15th her line will be available in store.
Montag's Heidiwood line of junior apparel and accessories will make its debut this spring. The line will consist of striped dresses, colorful tank tops, signature T-shirts, black shorts, white jean shirts and some bags and jewelry. Price range $10 to $60.