Lidl has joined forces with supermodel and designer Heidi Klum as the discounter bids to boost its premium fashion credentials.

Lidl heidi klum

Lidl heidi klum

Heidi Klum

The German grocer has unveiled plans to launch a new fashion collection in collaboration with Klum, which will be exclusively available across its 650 UK stores.

Lidl said the “high-end, yet affordable” range will be “accessible for everyone”.

The collection will also be rolled out to stores in the US and Europe later this year.

Klum, who presents Project Runway and is a judge on America’s Got Talent and Germany’s Next Top Model, said: “Lidl is known for making quality products at affordable prices and I’m proud to partner with them on this fashion collaboration.”

‘Source of inspiration’

Lidl UK commercial director Ryan McDonnell added: “As both a global fashion icon and grounded individual, Heidi is an incredible source of inspiration, which we think will really resonate with our customers.

“We are extremely excited about offering our most premium fashion range to date, and look forward to the first collection going on sale later this year.”

Lidl hosts regular ‘Lidl Fashion Weeks’ in its stores, but its clothing proposition lags behind its mainstream supermarket rivals.

Asda, Tesco and Sainsbury’s have grown their George, F&F and Tu fashion brands exponentially over the past decade, while Morrisons’ Nutmeg line recently broke into the UK’s top 20 brands by sales volumes.