premiere of the first influencer collection

Under the umbrella of the influencer campaign “#LidlStudio”, Lidl is launching the first summer fashion collection under its own brand “Esmara” in spring 2019 together with four fashion influencers. Katrin Motz alias DominoKati, Patrizia Palme, Shanti Joan Tan and Valentina Pahde each created an outfit consisting of four items of clothing together with Lidl at the esmara Design Day.

Each influencer has brought her own personality to the table through individual details and features. The result is a 16-piece limited collection with loose cuts, trendy patterns and harmonious colors that picks up on the trends of the coming summer and can be combined in a variety of ways. Lidl and the influencers are thus offering looks suitable for everyday use that will equip women in style for the next fashion season.

"For our upcoming highlight as part of the 'Lidl Fashion Week', we have four fashion experts on board with the influencers who have designed trendy summer outfits with their own personal touch. The casual looks will ideally complement our textile range and show another facet of our fashion offensive," explains Jan Bock, Head of Purchasing at Lidl Germany.

The sale of the collection will start as part of the “Lidl Fashion Week” in spring 2019. In addition to clothing, shoes and bags are also available in limited quantities in the Lidl online shop.

Highlight from #LidlStudio

The collection is a highlight of the integrated influencer campaign #LidlStudio, in which a total of 20 influencers have been supporting campaigns and promotional weeks since this summer. Another flagship project will be limited-edition product boxes in the Lidl online shop, curated by selected influencers.

The performance of all measures is closely tracked; the aim is to generate not only awareness but also measurable sales.

Insights into the #LidlStudio can be found at lidl.de/studio.

Photo: Lidl