Two months ago, news broke that Lidl – the German grocery store – and German-born model and TV presenter Heidi Klum were collaborating on a ‘high-end’ fashion collection. On the surface, it sounded bizarre and like an exercise in expensive marketing and cheap clothing. But, then it occurred to us that, like many things with Lidl, from its wine selection to its glorious cheese aisle, their value-centric pricing isn’t indicative of its quality. And, now, with mere weeks before the collection drops in-store, we have an exclusive preview of the range.
Until now, all we have seen are a few standalone images of the 18-piece collection. Today we have an exclusive behind-the-scenes preview of the range’s TV advert. Shot by fashion photographer Rankin and starring Klum, it’s set in a label-free supermarket where Klum and her crew of models run wild among the egg cartons and refrigerators. It also gives us a preview of the range, which runs in a size 8-16 and will be priced at £6.99 to £49.99. Hero items include a leopard-print camisole, skinny jeans and bomber jackets.
‘I wanted to create fashion with a wow effect that is easy to combine and makes every woman look fantastic – and all at an unbeatable price,’ Klum has said of the collaboration.
The collection, which launches on September 7th at New York Fashion Week, marks the supermarket’s first ever foray into fashion collaborations. In the past, it has worked with Californian heiress Paris Hilton on a hair care collection, but this is new territory of Lidl. This collection will hopefully cleanse the palette for Lidl shoppers who were recently burnt by prosecco-gate, when the company hyped its bargain-priced booze offer but failed to have enough stock to service the thousands of shoppers who descended on the supermarket. The line, called ‘Heidi & The City’ as a homage to SATC, will be available in 670 UK branches of Lidl and in 10,000 stores globally from the 18th September.