After the success of the Esselunga plastic bags worn by hipsters in New York, the T-shirt with the DHL logo of the French brand Vetements and the collection designed by Virgil Abloh per IKEA, the union of unlikely brands and streetwear has a new twist with the collection “Lidl Fan Collection”, released in Italy this Monday, November 16.
In fact, from 8 am the stores of the supermarket chain had put on sale a limited edition collection, which included: a pair of unisex sneakers for 12.99 euros with the brand colors (yellow, red and blue); one pair of yellow, red and blue women’s slippers and one black and white men’s slippers for 4.99 euros; terry socks with the Lidl logo for € 2.99; a pink, white and gray women’s t-shirt and a black and white men’s t-shirt, both for 4.99 euros. It had already been sold in spring in northern Europe, where it was literally sold out and was then resold online at multiplied prices. And now the same phenomenon is happening in Italy.
The sneakers were sold in a few hours (the most desired accessory given the quantity, only 400), so much so that the shops were forced to put a limited number of purchase pieces per person; On social networks, many complained of not being able to buy anything, but those who did, resell the items at prices even 10, 100 times higher (see Ebay). And obviously the unexpected hype has triggered an incredible amount of memes on Instagram.
Bringing with irony the logos of supermarket chains or brands that are popular or far from the world of luxury is a typical concept of streetwear, previously done by many creative directors and companies in the sector as previously mentioned by Vetements and Balenciaga, but Lidl, in this case, took a step further: without letting a stylist steal the idea, it designed his own line and proposed it, at discount prices, not so much to his regular customers but to fashion lovers who bought it and resold following the classic pattern of a streetwear item.
Lidl meanwhile announced that “the Lidl Collection is sold out, and at the moment it is not possible to know when and if it will return to the shelves”.