#LETSWOW New York – Lidl fashion event by Heidi Klum
Heidi Klum and Lidl celebrated the world premiere of the Esmara by Heidi Klum collection in New York with 350 guests, including Zac Posen, Nina García and Shaun Ross in a spectacular Lidl #LETSWOW supermarket. Against a creative backdrop, host Heidi Klum and a team of models presented all 84 pieces of the collection for the first time.
New York City, 7 September 2017 – With an impressive show in New York, Heidi Klum and Lidl showcased the complete “Esmara by Heidi Klum: Heidi & The City” collection to the public. Instead of a classic catwalk, the retail company opted for an interactive supermarket setting, referencing Lidl’s background in a creative and fun way. During the two-hour presentation, Heidi Klum and 35 models showcased all 84 collection pieces, from leopard-print pumps to sequinned bombers, down to real leather sneakers. The models’ different looks underline the collection’s many different combination options.
“There’s no better place and no better time than New York during Fashion Week to present international fashion. This marks the beginning of the crucial phase of our collaboration with Heidi Klum. We are now looking forward to the market launch here in Malta the week after next,” said the Lidl Malta management.
AN EXPERIENCE FOR EVERYONE
Celebrity guests, including Nina García, Zac Posen and Shaun Ross, celebrated together with international influencers and well-known representatives of the fashion world in an interactive supermarket scene. A spectacular world of experience invited the guests to interact and share on social media.
As well as the runway show, another highlight included Heidi’s personal styling area. On a “magic mirror” concealed behind refrigerator doors, the designer put together the perfect “Heidi & the City” look for three guests and gave them personalised styling tips.
Heidi Klum enthuses:
“This was an amazing launch event. Everything matched perfectly: New York, the venue, the show, the guests! I’m so incredibly proud of my new collection with Lidl. We’ve created wearable fashion for every woman! I’m super happy with what we have achieved together”.
British expert Louise Roe guided everyone who couldn’t make it through the event via Facebook Livestream. This allowed over 20 million Lidl Facebook fans to watch the premiere live as it happened in New York at the best prime time of 8:00 pm CET. The complete live stream can be viewed on the Lidl facebook page www.facebook.com/lidlmalta and on www.letswow.com/fashionshow.
SALES LAUNCH IN ONE WEEK
From 18 September, the “Esmara by Heidi Klum: Heidi & The City” collection will be available in all 8 Lidl Malta stores.