8 hours ago | By WGSN Insider
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*update: Heidi Klum just did an exclusive interview with USA Today where she revealed that her collection with Lidl will launch at New York Fashion Week. The clothing debut will take place on September 7th and land in stores on September 21.
Supermodel Heidi Klum is to launch a fashion range exclusively with discount supermarket Lidl later this year through all 650 UK stores and across Europe and the US.
A collection designed with her own “characteristic style” it promises to be “high end but affordable”. No other details of the range have been released so far.
Klum said: “Lidl is known for making quality products at affordable prices and I’m proud to partner with them on this fashion collaboration. I had so much fun designing the pieces in this collection and can’t wait for you to see it. I hope you love it as much as I do.”
Ryan McDonnell, Lidl UK’s commercial director, said: “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.”
Increasingly supermarket clothing brands are growing in popularity and at the forefront of innovative campaigns. Earlier this spring Tu fashion label, Sainsbury’s family fashion range reported that sales rose an impressive 5% in the nine weeks to March 11, with CEO Mike Coupe saying at the time that the label “again performed ahead of the market.” And based on the success, the brand launched a nationwide DOOH (Digital Out of Home) campaign where different looks from the spring collection match real-time weather conditions.
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