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 creator of 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 £50 from 3pm on Thursday 29 August on the designer’s website.
The bespoke design sees the Lidl pastry reimagined into a crescent shaped leather ‘croissant purse’ that comes complete with a golden zip and trolley coin, encased within a soft leather ‘bakery bag’.
Nikolas Bentel, Founder of Nikolas Bentel Studios, said 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, said 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 £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.
