October 14, 2024, 3:10 pm | Read time: 3 minutes
Lidl is causing a stir in the fashion world – something we didn’t expect. Yes, of course, the Lidletten quickly achieved cult status, but otherwise, we tend to think of pragmatic clothing such as cork slippers and house suits when we think of Lidl Fashion. This time, however, the discounter has surprised us with a bag that looks like a croissant – and the “hype is real.”
This collaboration between the supermarket and designer Nikolas Bentel goes far beyond a mere marketing gimmick. It combines fashion and the art of baking in a playful and stylish way. Coinciding with London Fashion Week, Lidl is opening its first pop-up store, “Patisserie Lidl,” and is celebrating the occasion with a croissant bag.
Overview
The croissant bag – a fashion phenomenon
The Croissant Bag captivated the fashion world at its initial launch, selling out in a mere two minutes. It’s no wonder that the unusual accessory is causing such a stir: the leather bag pays homage to the popular Lidl croissant, 122 of which are sold every minute in the UK, according to Lidl. With his humorous and creative design, the absurdist designer Nikolas Bentel fits in perfectly with the unconventional aesthetic that Lidl is aiming for with its fashion campaign.
An exclusive pop-up store in the heart of London for Fashion Week
To meet the demand for the coveted bag, Lidl is opening its first pop-up store, the “Patisserie Lidl,” on Dean Street in Soho for London Fashion Week. On September 13 and 14, fashionistas will not only be able to get their hands on the limited-edition croissant bag for the equivalent of 60 euros but also enjoy baked goods. The guiding principle here is the classic ‘first come, first served.’ Unfortunately, the bag will only be available there for the time being, which, of course, makes us sad.
More than just a gag: Lidl meets haute couture
The Croissant Bag may be humorous, but it is more than just a funny gag. It represents Lidl’s creative and unexpected approach to fashion. The store itself is a mix between a high-fashion boutique and a bakery, celebrating the designs behind the bag. In addition to the croissant bag, visitors can also try Lidl classics such as the “all butter croissant” for the equivalent of 70 cents – all proceeds from the pop-up will go to the children’s charity NSPCC.
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An accessory for the fashion icons of today
The bag’s growing fan base proves that it’s not just a short-lived trend. Stars like Jordan Stephens from the hip-hop duo “Rizzle Kicks” are already proudly wearing the croissant bag and showing that it goes perfectly with a casual but style-conscious look. Social media is abuzz with comments like, “I’d give my life for it,” “The most beautiful creation I’ve ever seen,” and “That’s so cute, what the hell?”
Lidl and the art of cool marketing
Lidl has proven in recent years that it understands the importance of marketing pretty well. With creative and often humorous campaigns, the brand has managed to appeal to a young, trend-conscious audience without losing its core competencies as a discounter. Whether with iconic sneakers, the Lidletten, or a croissant bag – Lidl shows that it can playfully cross the boundary between fashion and everyday life.
Therefore, if you’re in Soho during London Fashion Week, don’t miss the chance to visit the Lidl patisserie—perhaps while enjoying an actual croissant and sporting a croissant bag. Feel free to bring us one!