Discount retailer Lidl taps up Heidi Klum for a clothing line…
Heidi Klum and Lidl. Three words I’m sure you weren’t expecting to read in the same sentence. But yes – it’s true. The supermodel turned reality show judge has teamed up with Lidl to produce an exclusive fashion collection set to launch later this year. So why Lidl many have pondered? Well, they’re both German for a start. And, whilst that isn’t a valid enough reason by itself, it’s worth mentioning that Lidl recently announced plans to open 100 stores in the US within the next 12 months.
So, we know that distribution won’t be a problem and it’s no secret that Lidl aren’t lacking in the finance department – so we’re optimistic that no expense will be spared when it comes to getting the best quality for the retail price. Whilst price points haven’t been announced yet – it’s a discount retailer so I’d be expecting prices to be capped around the £50.00 mark. The high street is no stranger to tapping in to the celebrity market to bump up sales but this will be the first for a discount supermarket on these shores. Shoppers have become less brand orientated (damn this economy) and more interested in value for money.
Do we want to buy our jeans at the same time as our bread and milk?
We all recall a few years back when you’d duck and dive to get in and out of Primark without being spotted by friends or work colleagues. Now you can’t wait to show off the bargains you’ve picked up from the store. Lidl are by no means re-inventing the wheel – particularly in the UK. It’s not a new thing to pick up a new work shirt whilst popping out for some perishables. Sainsbury’s Tu, Asda’s George – and who can forget when Naomi Campbell front advertising campaigns for Tesco’s F&F? I for one will be looking forward to seeing what Ms Klum will be offering.
Who doesn’t love a bargain? Just look at the success of the H&M luxury collaborations. And, this won’t be Heidi Klum’s first venture into designing as she’s partnered with Birkenstock, Jordache, Victoria’s Secret, New Balance and amazon.com. Regardless the proof will be in the pudding. After all sometimes the most unlikely collaborations can turn out well…I stress sometimes. Let’s take a quick look at 10 celebrity collaborations that none of us saw coming…
Celebrity Collaborations We Never Saw Coming…
Victoria Beckham & Target
Victoria Beckham’s self-titled brand has proven itself as a luxury mainstay. With her brand showing on schedule at New York Fashion Week twice a year, the last US retailer we expected Posh to partner up with was Target. For those that haven’t had the pleasure of visiting the States Target is the second largest discount store in the US. Beaten only by Walmart. In April Beckham launched a 150-piece collection of womenswear and childrenswear. The designs were reminiscent of her luxuy brand and unsurprisingly it’s been flying off the shelves.
Kelly Holmes for Tesco
In 2012, to tie-in with London’s hosting of the Summer Olympics Dame Kelly Holmes teamed up with Tesco to launch a range of activewear and fitness accessories. Well, the launch must have got swallowed up in all the hype surround the London Games as not many people heard about it. Despite offering a wide range of well designed pieces the range sunk without a trace…
Bella Freud for Sainsbury’s
Sainsbury’s certainly doesn’t have the cool appeal that H&M and Topshop offer. When I heard that the Queen of cool jumpers, Bella Freud, was teaming up with the supermarket I must confess, I was confused. Then, I realised that this was for charity and I got onboard. In 2016 Bella Freud teamed up with Sports Relief to design official Juco bags for the charity which was sold exclusively at Sainsbury’s.
Rodarte for & Other Stories
Whilst we’re used to H&M churning out luxury collaborations we were bowled over when sister company, & Other Stories, announced their impending collaboration with US A-list favourite Rodarte. The collection launched in March 2016 and was to die-for. Selfishly I was happy that it wasn’t in collaboration with H&M because it would have sold out in seconds only to end up on eBay. & Other Stories could this be a yearly collaboration…pretty please?
Kanye West for Louis Vuitton
For those that think Kanye West’s desire to enter the luxury fashion industry came from nowhere you probably forgot about his partnership Louis Vuitton. Back in 2009 the rapper designed a trainer collection for the brand which of course sold out immediately. Say what you will about Kanye but he certainly knows how to cater to the sneakerhead. The resale of his Louis Vuitton trainers can sell for up to $60,000.00 in eBay. Crazy right? Well, things trend sour between West and LV which resulted in Kanye calling for a boycott to the brand in 2013.
Lindsay Lohan for Ungaro
How I would have loved to be a fly on the wall of this marketing meeting. Someone at French luxury house Ungara thought it would be a good idea to hire Lindsay Lohan as artistic adviser. Baring in mind this was during her very public meltdown phase. Lohan’s job was to co-design the brand’s SS10 collection. However, the media were having none of it. Reviews included, “cheesy and dated”, “truly, deeply horrible” and “an embarrassment”. Therefore, it was no surprise when Lohan was a no-show for the brand’s AW10 show and this was the brand’s get-out clause to terminate the partnership.
Miley Cyrus for Max Azria
Multi-line designer Max Azria tried to tap into the teen market by teaming up with Miley Cyrus in 2009. The partnership would see Miley design a collection of clothing aimed at teens to be stocked in Walmart. Missed that one? yeah – it was quite bad. For Walmart to discontinue a celebrity clothing line you can just imagine how uninspiring the collection must have been.
Beyonce for Topshop
When Beyonce’s fashion brand House of Dereon died a slow death it confirmed what we all knew . Don’t give up the day job. She dipped her toe into the fashion pond once again in 2013 by partnering with H&M on their summer collection. Whilst the campaign imagery looked amazing the actual collection was nothing special. So imagine our surprise when Topshop owner, Phillip Green, announced that Beyonce would be exclusively partnering with Topshop. But, when Ivy Park launched I had to give a thumbs up. Whilst activewear was the last thing we expected from Bey – it has certainly been her best offering…fashion-wise.
Rihanna for River Island
In 2013 Rihanna collabarated with UK high street retailer River Island. The brand snapped the Bajan singer up for a one year only deal. River Island’s Chief Executive Ben Lewis said at the time, “It is a particular type of fashion…It is edgy, it is flirtatious, it is fun, it is eclectic, and it is not formulaic. It plays on the creativity that Britain has, we are not scared of breaking boundaries”. As you can imagine River Island made a tidy little profit and we’re sure Rihanna was laughing all the way to the bank.
Carven for La Redoute
Last January (2016) Parisian couture house Carven launched a capsule collection through French mail-order company La Redoute. This collaboration wasn’t too much of a surprise as Carven are in good stead. La Redoute which launched in 1837 has collaborated with Yves Saint Laurent, Jacquemus, Azzaro, Robert Clergerie and Anthony Vaccarello.