Lidl has cooked up a delicious new partnership with internet-breaking designer Nik Bentel to celebrate its most iconic bakery item, the croissant, as a limited edition luxury leather bag.
A collaboration that the fashion world never expected to see, the Lidl x Nik Bentel partnership will push the supermarket’s viral bakery delight, the Lidl All Butter Croissant, which sells 122 every minute*, to the FROWs of London Fashion Week.
Nik Bentel, the subversive father of iconic, internet-breaking designs like the ‘Pasta Bag’, has designed the wacky Lidl ‘Croissant Bag’ in line with his usual ethos of ‘embracing the absurdity of the every day’**. Whilst Nik Bentel’s bags normally sell for hundreds of pounds, the limited edition Nik Bentel x Lidl ‘Croissant Bag’ will be available for just £50 from 3PM on Thursday 29th August on www.nikbentel.com.
The bespoke design sees the Lidl treat reimagined into a fashion must have that fans are bound to eat up. The crescent shaped leather ‘croissant purse’ comes complete with a golden zip and trolley coin, encased within a soft leather ‘bakery bag’ that marries the trendy roll top clutch style with a traditional paper bag, and two strap options for day and night wear. Perfectly mirroring the real life bakery items, whilst also being a versatile statement fashion piece, the Lidl Croissant Bag is the perfect blend of absurdity and icon – a treat that looks good enough to eat.
Nikolas Bentel, Founder of Nikolas Bentel Studios, says of the partnership: “I’ve always believed that design should take the mundane and make it memorable. Working with a brand like Lidl for our first UK partnership, that is so well-known for its witty and humorous relationship with its customers, was a no-brainer. Throughout the creative process, we looked at tying together the cult-status bakery item from Lidl, with our love of celebrating the norm – this gave us an opportunity to think deeply and create something truly unique.
To make it super dynamic, we have made the bag multi-functional, with multiple styling options so the wearer can have their own personal spin on it. My team and I truly loved learning about what the Lidl customer base appreciates about its iconic bakery, and can’t wait for the world to meet our Croissant Bag.”
Joanna Gomer, marketing director at Lidl, says of the campaign: “We know our bakery has cult status and our merch drops have flown off the shelves over the last few years and now with this launch we are set to make waves in the high fashion world.
“Nik has completely transformed our most coveted Lidl Bakery item into an exceptional high quality fashion piece, and we can’t wait to watch the Lidl Croissant Bag be the newest, most unexpected item to take the world of luxury fashion by storm.”
With the mission to make high fashion more accessible, the Nik Bentel x Lidl ‘Croissant Bag’ will be sold for just £50, with all proceeds donated to Lidl’s official charity partner, the NSPCC. Fashion fans shouldn’t loaf around, as the limited edition Lidl ‘Croissant Bags’ are expected to sell out in seconds – shoppers can get their hands on one by heading to the https://www.nikbentel.com
