Jan. 15, 2014 at 5:23 PM ET
Football just got glamorous.
Weeks away from the Super Bowl in New Jersey, Bloomingdale's, the NFL and the Council of Fashion Designers of America teamed up with designers like Rachel Zoe, Diane von Furstenberg and Kenneth Cole to customize 48 football helmets, which went up for auction on Wednesday.
“Bloomingdale's’ New York heritage, combined with the fact that Super Bowl XLVIII is taking place in our back yard, gives us an opportunity to merge fashion and sports in a modern way,” Frank Berman, Bloomingdale’s executive vice president of marketing, said in a press release.
The helmet auction will continue through Feb. 4 on Bloomingdales.com, with prices starting at $248 per helmet. All net proceeds will go to the NFL Foundation, a nonprofit organization that supports the health and safety of athletes in youth football programs.