Supermodel Heidi Klum premiered her forthcoming collection for Lidl at New York Fashion Week but, instead of on a traditional catwalk, the clothes were showcased in an interactive supermarket setting.
During the two-hour presentation, Klum and 35 models showcased all 84 pieces from the “esmara by Heidi Klum: Heidi & The City” collection to the public, from leopard-print boots to sequinned blazers and real leather jackets.
As well as the runway show, the event included Klum’s personal styling area. On a “magic mirror” concealed behind refrigerator doors, Klum put together the perfect “Heidi & the City” look for three guests and gave them personalised styling tips.
“I’m incredibly proud. This was an amazing start and the perfect way to present the pieces in a worthy setting – in no way elitist and also creative at the same time!” said Klum. “Today we’ve shown that our collection suits everyone because it’s so versatile,” she added.
British style expert Louise Roe guided guests who couldn’t make it through the event via Facebook Livestream, enabling 20m Lidl Facebook fans to watch the premiere live. The complete live stream can be viewed at www.letswow.com/fashionshow.
The collection launches globally, including in UK stores, on 18 September.