Lidl has signed Heidi Klum to build ‘fashion cred’

It sounds like an April Fools’ Day joke – but it’s not: Lidl has signed Heidi Klum.

The German discount grocer known for its cheap-and-cheerful stores and rock-bottom grocery prices, is paying one of the world’s most famous supermodels and fashion designer to create  a range of “high-end, yet affordable” clothing.

While we are not sure if the clothing will visibly display a Lidl logo – kind of an awkward thing to accidentally let slip at Michelin star restaurant, after-all – it is clearly an attempt by the brand to get people to take its clothing quality seriously.  It seems a little like Primark starting to sell Champagne and caviar, but let’s see what the market thinks…

A whole Heidi Klum collection will be launched across Aldi stores worldwide, which will include the US where the discounter is now rolling out 100 shops.

“Lidl is known for making quality products at affordable prices and I’m proud to partner with them on this fashion collaboration,” Klum said in a press statement.

Describing Klum as “both a global fashion icon and a grounded individual”, Lidl UK commercial director Ryan McDonnell said the company believed she would resonate with customers. “Heidi is an incredible source of inspiration.”

“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.”

Klum, aged 44, was born in Germany. She also acts, sings, writes books and produces TV shows and was married to singer Seal until 2014.

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