The label of Project Runway host, America’s Got Talent judge, and supermodel Heidi Klum is now going to design clothing for grocery stores.
The entrepreneur is creating a “high-end, affordable fashion collection” for German supermarket chain Lidl, which will open stores on June 15. Klum, who already has Heidi Klum Swim and Heidi Klum Intimates, shared her enthusiasm for this new venture in a statement.
“Lidl is known for making quality products at affordable prices and I’m proud to partner with them on this fashion collaboration. I had so much fun designing the pieces in this collection and can’t wait for you to see it. I hope you love it as much as I do!.”
Although there is yet to be any information released on the actual garment designs or selection, the pieces of the collection are expected to be “high-end but affordable.”
Women’s Wear Daily spoke to Klum at the CFDA Awards, and she was quite excited about this new collaboration. “Lidl is known for making quality products at affordable prices.”
Lidl has over 10,000 stores throughout 27 countries in Europe. They are a discount grocery chain store that has many high-quality, gourmet food selections, all sold for a reasonable price. The first 10 stores opening in the States will be in Virginia and in North and South Carolina. There are plans to open 100 stores in the United States in 2017.
Heidi Klum’s new designs should help Lidl compete in the American market. This will help break into a market dominated by stores such as Target, which is famous for their popular designer collaborations, such as the recent one with Victoria Beckham. As of now, Lidl does not have dressing rooms, according to the New York Post. There is no word yet if other designers will follow Klum’s lead in designing for the chain.
In the past, on Project Runway, Klum has often included a challenge for the competing designers on the reality show to design a garment for one of her various lines. The winning designer’s garment has always been offered for sale to the public, which is a huge step for any up-and-coming fashion designer. As Project Runway Season 16 has started filming now, it may be a safe bet that there will be a Lidl challenge awaiting the designers.
Although neither Klum nor Lidl revealed how they initially collaborated, it could be assumed that the German-born model and the German company were a perfect fit. Heidi Klum is known for her reality television judging, as well as being a very charismatic supermodel. She is popular in Germany not only as a supermodel, but also for hosting Germany’s Next Top Model. She was the obvious choice.
She told Success that she has companies coming to her all the time, but she chooses the ones that she is interested in.
“I choose things I believe in. Many companies come to me, but I try to limit my involvement to the ones that fit what I stand for or that represent something that interests me.”
Heidi Klum has been quite busy of late. Heidi Klum is currently filming America’s Got Talent and Project Runway. The model, who is worth $90 million dollars, just released her new book Heidi Klum by Rankin. She worked with the famed celebrity and fashion photographer Rankin over the last decade, which resulted in the deluxe book.
The Inquisitr reported that this book is the first time she has been photographed nude. The supermodel, who just turned 44 on June 1, now feels more comfortable in her own skin.
“I have posed naked before but I’ve just never showed it to everyone. I feel more confident now than when I was in my twenties.”
Are you looking forward to Heidi Klum’s fashion collection at Lidl? Does her new line make you curious to check out Lidl? Do you think there will be a Project Runway challenge to design for Heidi’s new Lidl line on this season of the Lifetime Television show?
[Featured Image by Dimitrios Kambouris/Getty Images]