Heidi Klum’s collaboration with Lidl has arrived, and everything is under £50

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Susan Devaney
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She’s walked many a runway for some of the biggest names in fashion, written a book and turned her hand to TV presenting. Now Heidi Klum has extended her talents to clothing design (and we’ve been left wondering: is there anything she can’t do?).

But the supermodel-turned-designer’s collaboration isn’t with a high fashion label, but with the supermarket Lidl – producing a ‘Heidi and the City’ debut collection for its #LETSWOW campaign.

The 18-piece collection – which features colourful ponchos and wintery tan suede jackets – will also be presented during New York Fashion Week next month, along with the unveiling of the full concept behind the #LETSWOW campaign.

“I wanted to create fashion with a wow effect that is easy to combine and makes every woman look fantastic,” said Klum.

Drawing inspiration from her favourite city, New York, the range also includes accessories and shoes, and everything is under £50 – with prices starting from £6.99.

Ryan McDonnell, Commercial Director, Lidl UK said: “Working alongside Heidi Klum, a highly successful and creative designer, we are bringing affordable fashion to the forefront. The #LETSWOW concept is all about surprising our customers with a trend-led fashion collection at highly competitive prices.”

Klum isn’t the first celebrity to collaborate with high street retailers. From Holly Willoughby’s range with BHS and David Beckham x H&M to Kate Moss for Topshop, many a celeb collab has been welcomed with success, and we think this one will be no different.

But the designer duo are keeping tight-lipped on all the details surrounding the collection from now until NYFW. So stay tuned to find out more.

The full collection will be available to buy in 670 stores across the UK from 18 September.

Images: esmara by Heidi Klum available at LIDL


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Susan Devaney

Susan Devaney is a digital journalist for, writing about fashion, beauty, travel, feminism, and everything else in-between.