Heidi Klum is launching a fashion range with Lidl

TV personality and model, Heidi Klum, has teamed up with budget retailer Lidl to launch an affordable fashion range across stores in the US and Europe. The aim is to give fashion lovers top quality pieces at a fraction of the designer prices.

The range exclusively to the German store is due to launch later this year, and is hoped by the model to “bring pleasure” and be affordable to all. This is not the only high quality product Lidl has reinvented into a cost effective choice for customers; the store said it had recorded record sales over Christmas last year due to its huge sales of gourmet lobsters.

This will be a delight to bargain hunters of the fashion world, but could be another blow to established UK fashion retailers that are already struggling to rival the new trend of slashed prices.

Marks and Spencer’s were forced to divert their drive from clothing to food and drink earlier last year, due to the lower prices in rivaling stores. This is also in line with the inflation today due to the slump of the pound in the past months, which is really putting pressure on people’s disposable income.

However, the positivity around Lidl’s new venture is high. Ryan McDonnell, Lidl UK’s commercial director, praised Heidi as being a “global fashion icon”, adding “ we are extremely excited about offering our most premium fashion range to date, and look forward to the first collection going on sale in stores across Europe and the US later this year.”

Although Lidl has not yet released any other details about the collection, this could be the start of a new fashion trend that’s affordable for all.

Holly Godfrey