Fashion-forward football helmet?

Betsey Johnson for Bloomingdale's NFL auction (Bloomingdales)

Betsey Johnson for Bloomingdale's NFL auction (Bloomingdales)

Relaxnews

, Last Updated: 9:54 AM ET

To celebrate the upcoming 48th Super Bowl, 48 major fashion design houses - including Betsey Johnson, Rag & Bone, Helmut Lang, DKNY, and Diane von Furstenberg - have designed football helmets to be auctioned off at Bloomingdales.com, kicking off January 15.

Anyone in New York can also glimpse the fashionable helmets in the flagship store's 59th Street window display.

The auction takes place January 15 - February 4, with 100% of the proceeds benefiting the NFL Foundation, a nonprofit organization dedicated to improving the health and safety of the sport in local communities.

Bids start at $248, and designs run the gamut from Betsey Johnson's pink rosette-covered helmet to Dennis Basso's fur Mohawk-adorned version.

Why merge fashion with American football? "This is the first time that the Super Bowl will be held in the New York region and we couldn't think of a better way to celebrate by joining Bloomingdale's and the NFL in merging fashion and sports with the creation of these unique helmets," said Steven Kolb, CEO of the Council of Fashion Designers of America Steven Kolb.


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