Now here’s a very unexpected pairing, budget supermarket chain Lidl and Heidi Klum are set to join forces to bring good quality, affordable fashion to consumers everywhere. Klum has her already uber successful fashion label where prices start at £340, and her Intimates range is hugely popular. When it comes to selling fashion, there’s a reason Klum is one of the highest paid supermodels in the world.
There’s not a great deal known about the collection other than that it’s definitely happening and it’s set to be called Esmara Heidi Klum. It’s a capsule collection and so far it’s expected to include dresses, trousers, kaftans, camisole style tops, skirts and even a suede jacket. Pretty extensive for a capsule collection and a huge coup for the German supermarket, the collection is set to retail at a price inline with Lidl’s current price point, they’ve promised that this is a “carefully designed a high-end yet affordable fashion collection on for Lidl, making the range accessible for everyone.’
The intention is admirable, however we all know how high street / designer collabs go down on launch day Voyeurs, the whole collection ends up on eBay the same day with someone pocketing the profit that was never supposed to be there.
“As both a global fashion icon and grounded individual, Heidi is an incredible source of inspiration, which we think will really resonate with our customers. We are extremely excited about offering our most premium fashion range to date, and look forward to the first collection going on sale later this year” Ryan McDonnell, Commercial director, Lidl
Speaking ahead of the launch which is expected right before London Fashion Week this September, Klum said “I can’t wait for you to see it! I hope you love it as much as I do!” With a decent track record for designing this collection won’t hang around for long, Klum has in the past produced collections with Victoria’s secret and Birkenstock as well as her own self titled ranges.
I’ll have more news on this one when it lands Voyeurs but currently we know the collection will launch in early September, stay tuned for updates!