Heidi Klum and Lidl celebrated yesterday with 350 guests, including Nina García, Zac Posen and Shaun Ross as well as Maren Wolf, Celine Bethmann and Romina Meyer, in New York the world premiere of the “esmara by Heidi Klum” collection in an extraordinary LIDW -Supermarket. Hostess Heidi Klum and several models presented for the first time all 84 parts of the collection in a creative setting.
With an impressive show in New York, Heidi Klum and Lidl presented their joint “esmara by Heidi Klum: Heidi & The City” collection to the public for the first time. Instead of a classic catwalk, the commercial company put itself in a creative and playful way in an interactive supermarket backdrop. During the two-hour presentation, Heidi Klum and 35 Models showed all 84 parts of the collection, from Leo boots to sequins blazers to genuine leather jackets. The different look of the models underline the many possibilities of the collection.
Heidi Klum joint collection in New York
“There is no better place and no better time than New York during the Fashion Week to present our international collection, which was the start of the hot phase of our collaboration with Heidi Klum 18 September, “says Jan Bock, Managing Director Purchasing Lidl Germany.
Experience for all
Celebrity guests, including Nina García, Zac Posen and Shaun Ross, Maren Wolf, Celine Bethmann and Romina Meyer, celebrated an interactive supermarket backdrop together with international influencers and well-known fashion world representatives. The event created the bridge between the fashion world of New York and the claim of Lidl, “Fashion for All”. An impressive world of experience invited guests to interact and share in the social media.
Heidi Klum and Lidl present a joint collection in New York
A highlight was next to the runway show Heidi’s personal styling area. On a “Magic Mirror” concealed behind refrigerators, the designer created the perfect “Heidi & the City” -look for three guests and gave individual styling tips.
Heidi Klum was enthusiastic: “It was a great start, the location, New York, the show, the guests - everything was just fine, I’m super proud of my new collection,” enthused the designer. “At last, we have shown fashion that every woman is able to wear and that every woman can wear.” I am unhappy about what we have created here, “says Heidi Klum.
As of September 18, the “esmara by Heidi Klum: Heidi & The City Collection” will be available in 3,200 Lidl stores in Germany as well as online at www.lidl.de.
Photos by Dimitrios Kambouris / Getty Images for Storey / North Six Group
