Supermodel Heidi Klum has chosen a curious location to debut a line of branded clothing — the supermarket.
Klum has partnered with the German grocery chain Lidl (rhymes with needle) to release a clothing collection.
“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,” said Klum in a statement.
Lidl is entering the very competitive US grocery market just as fellow German grocer Aldi has been making strides against competitors such as Wal-Mart and Kroger.
The US offices of Lidl are based in Virginia and the company will open its first US locations on June 15. The first stores will appear in Virginia, as well as North and South Carolina.
Klum, the star of Lifetime’s reality series Project Runway who recently released a book of nude portraits with British photographer Rankin, also has a line of intimates and swimwear. It was unclear exactly when Klum’s new collection would be in stores.
Lidl stores are a new concept for Americans who already have a plethora of choices for grocery shopping. But the company hopes it can take aim at big box stores by offering a wide-ranging mix of products.