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Behati Prinsloo, THVM Team Up

The Namibian model has teamed up with THVM to create the Behati in This Here Very Moment collection.

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BEHATI PRINSLOO, THVM TEAM UP: Namibian model Behati Prinsloo has teamed up with L.A.-based denim brand THVM to create the Behati in This Here Very Moment collection, a 16-piece capsule range of jeans, leggings, shorts, T-shirts and outerwear priced from $48 t0 $210 wholesale. The line, launched at Coterie for spring 2014, marks the first time THVM has collaborated with a personality. Creative directors Brian Kim and Olga Nazarova worked with Prinsloo on selecting graphics for the T-shirts, fabrics, color palette, fit and overall direction.

As Kim put it, “Behati has great ideas and was very hands-on in the creative process, so her personality really comes through. With this collection, you get to take a little bit of Behati home with you.” Said Prinsloo, “It’s been incredibly rewarding to be on the other side of fashion for a change. Instead of simply giving character to clothing in images, I’ve been involved in the creation of this line from the beginning. I feel that the collection is intrinsically representative of my own personal style: effortless, versatile, simple, and most importantly laid back. Moreover, the synergy with Brian and Olga has been fantastic, especially as its my first time collaborating on a project like this.”

THVM chief executive officer Nicola Scagnolari said they homed in on Prinsloo because “Behati has a huge following on social network and fashion blogs. She is accessible yet sophisticated while mixing high and low fashion in a playful and charming way. She has a genuine interest in fashion and a very relevant sense of contemporary trend that for us is paramount.”

As for whether the experience has whet her appetite for designing, Prinsloo said, “Doing my own line could be possible, but for now I’m just getting my feet wet in this aspect of the fashion business. The opportunity to continue to create and collaborate is something that I am enthusiastic about because this project has given me the opportunity to release my creative energy.”

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