‘Esmara by Heidi Klum: Heidi & the City’ is the new fashion line to be launched by the international supermodel within German global discount supermarket chain Lidl, as part of its strategy to expand the supply of non-food products offer.
Klum’s collection for Lidl will debut during New York Fashion Week on September 7 and will hit the stores in Romania as of September 18.
Klum, who is one of the highest-paid models in the world, has made a “high-end” fashion range which is “accessible for everyone,” according to the German supermarket.
The prices are ranging from RON 34.99 to RON 139, excepting the real leather jacket, which will cost about RON 290. In addition to clothing, available in 34-44 sizes, the collection includes accessories and footwear, ranging from 37 to 41.
Klum, who already has a line of intimates and bathing suits, was inspired by her favorite city (New York) when designing the collection.
Lidl says that Klum’s new range “mirrors her characteristic style”. Her goal was to give women a “wow effect”, which inspired the campaign’s #letswow slogan.
Lidl entered local market in 2010.