Lidl has become the latest grocer to focus on boosting its fashion credentials by enlisting the help of supermodel and fashion designer Heidi Klum.
A new fashion collection in collaboration with Klum will be launched later this year across all of Lidl’s international estate.
The range will continue Lidl’s ethos of producing “high-end, yet affordable” ranges.
The news comes just a week after rival Sainsbury’s announced it will hire 30 “trend spotters” to seek cutting edge trends which it can introduce to its growing fashion offering.
“Lidl is known for making quality products at affordable prices and I’m proud to partner with them on this fashion collaboration,” Klum said.
Lidl UK commercial director Ryan McDonnell 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.”