Top, Blazer, Jeans: Lidl Esmara by Heidi Klum, Pumps: Dolce&Gabbana, Bag: Chanel, Ring: Lulu Frost, Earrings: JeannieRichard
Images by Tina Muller
This is not Louis Vuitton, it is Lidl. This is not Kensington, it is Croydon. BOOM.
I spotted a peculiar ad on Instagram some time ago. It was Heidi Klum, announcing she was collaborating with Lidl. Strange. But also not strange, I thought. Both are quintessentially German, however both are on opposing ends of the fashion spectrum. To be fair, in my head, Lidl wasn’t even on the fashion spectrum or anywhere near it. I could almost imagine a flock of fashion people chasing Lidl away with pitchforks and poisoned arrows. Away, away from the fashion world with your comfortable Esmara socks!
Oh how the tables have turned.
Recent surveys show that millennials stopped caring about designer goods among other things such as soap, diamonds, insurance and mass market beer. And who can blame them, life’s never been as expensive as it is right now. Some dream buys just had to go. We accepted the fact that certain things were no longer affordable and we would have to learn to live without them, or in other instances, epiphany struck that, you know what, we don’t actually need items that we yearned for in our teens.
This is the perfect market to attack for discounters such as Lidl. As fruit, veg and of course the prosecco proved to be just as good as in ordinary supermarkets with the not-so-subtle difference of those costing a fraction, the customer has been primed and prepped for other products: Clothing, lifestyle and interior decor. Of course, attaching a fashion figure-led ad undeniably added to the thumbs up, as did timing the launch of Esmara by Heidi Klum with Fashion Month, making the #LetsWOW campaign one of my absolute favourites from 2017. I can’t stop admiring Lidl’s marketing team for the clever execution of their promotional strategy.
All I am saying is that I have a few sketches drawn, if Lidl’s planning on a fashion blogger-led Esmara range. I’m genuinely impressed by the quality and price. Mixed with my Chanel bag and Dolce&Gabbana heels, the outfit is definitely testament to the fact that combining the expensive with the inexpensive can look elegant, and most importantly, it forces brand logos to take a time out while personal style can finally have its own moment.