Heidi Klum and Lidl show debut collection in New York

Heidi Klum and Lidl have feted the first Esmara by Heidi Klum fashion collection with 350 guests in New York, inside a make-believe supermarket dubbed Lidl#Letswow. Among the guests, Nina García, Zac Posen, Shaun Ross, Maren Wolf, Celine Bethmann and Romina Meyer, who watched as hostess Heidi Klum and her models showed the 84 items of the ‘Heidi & The City’ collection within a spectacular setting.


The presentation of the Esmara by Heidi Klum collection, staged in a make-believe Lidl supermarket - Lidl/screenshot

Instead of a classic catwalk, German retail group Lidl staged the show in a venue transformed into a sort of creative, playful interactive supermarket. In the course of a two-hour presentation, Heidi Klum and 35 other models showcased the entire collection, from leopard fur boots to sequinned and leather jackets, featuring a wide range of outfits which can be mixed and matched creatively.

"There is no better place nor a better time to present a collection with international ambitions than the New York Fashion Week. It is a stepping stone marking the start of the crucial phase of our collaboration with Heidi Klum. We are delighted to be launching the collection in Germany on 18th September," said Jan Block, Purchasing Director for Lidl Deutschland.

Celebrity guests with a discerning eye for fashion mingled with international influencers and fashion industry personalities inside Lidl's interactive supermarket. The event established a connection between the New York fashion scene and Lidl's ambition to offer "Fashion für Alle" - fashion for everyone. The setting was both unusual and spectacular, encouraging guests to interact and share their experiences on social media.

One of the show's high points was the 'style seminar' offered by Heidi Klum herself. Using a 'magic mirror' interactive screen, embedded within a giant supermarket fridge, the designer sampled a whole series of looks out of the 'Heidi & The City' collection, giving personalised style tips to some of the guests.

"It was a great start. The venue, New York, the show, the guests - everything turned out just perfect. I'm very proud of my new collection," enthused Heidi Klum. "We have created the kind of fashion all women can afford, and all women can wear. I'm so happy for what we have done here." 

For those who didn't receive an invitation, British journalist Louise Roe was on hand to stream the event live on Facebook. Over 20 million Lidl Facebook followers enjoyed the show, which was wisely scheduled at 8 pm CET. The broadcast can still be viewed on Lidl's Facebook page, or on Letswow.com/fashionshow. 

The Esmara by Heidi Klum / Heidi & The City collection will be available from 18th September at Lidl's 3,200 stores in Germany and online.

Translated by Nicola Mira

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