Heidi Klum already has her own clothing, activewear and lingerie lines, and now the fashion designer is adding to her fashion empire with a surprising collaboration. The German-American supermodel has teamed up with budget supermarket chain Lidl to create an exclusive fashion collection which will be released to the public later this year, it has been announced.
Lidl UK revealed that Heidi's fashion collection will mirror her personal style and will be sold across the supermarket's network of over 650 stores across Europe and the USA. The retailer has promised to sell Heidi's "high-end" designs at an affordable price to make the range accessible for everyone.
Heidi Klum has designed a fashion collection for Lidl
Confirming the collaboration, Heidi said in a statement: "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!"
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Meanwhile Ryan McDonnell, Lidl UK's Commercial Director added: "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 collaboration is not Lidl's first venture into fashion – the supermarket launches regular Lidl Fashion Weeks throughout the year in which it sells designs from the clothing brand Esmara. The supermarket appears to be following in the footsteps of US retailer Target, which regularly collaborates with high-end designers to create more accessible collections. Victoria Beckham became the latest fashion designer to release a collection for Target in April, with her limited edition women's and children's designs quickly selling out.
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