The fashion collection promises to be “high end but affordable” and has been carefully designed by the 44-year-old German beauty in her own “characteristic style”.
The clothes will hit the retailer’s 650 UK stores later this year.
Chiefs at the discount supermarket chain are said to be “ecstatic” at the ground-breaking collaboration with one of the fashion industries most iconic figures and believe it will help them steal a march on competitors.
Heidi, who famously modelled for Victoria’s Secret, 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, and look forward to the first collection going on sale later this year.”
The booming supermarket chain has regularly treated customers to seasonal ‘Lidl Fashion Weeks’, which sees its Esmara fashion collections sold in its stores at specific times throughout the year.
Asda became the first British supermarket chain to offer a clothing range when they recruited George Davies in 1990.
But the move by Lidl to recreate such a famous name is sure to mark a fresh salvo in Britain’s increasingly fierce supermarket wars.
Daily Express :: Life and Style Feed
