Belfast Telegraph

Lidl gives us a taste of high fashion at low prices

By Frances Burscough

Lidl is not a name one normally associates with fashion, unless you consider industrial utility overalls and hi-visibility Lycra cycling wear as on-trend.

However, all that is about to change this season, as our favourite budget superstore launches its very own label to rival any on the high street.

The Esmara spring/summer fashion collection of women's, men's and children's wear features a selection of classic pieces and some high fashion highlights which can be mixed and matched for an easy transition from spring to summer at a fraction of the high street cost. But you'll never see it altogether in one visit. In true Lidl style, a seasonal selection of items will be drip-fed on to the aisles each week for a limited time only.

However, I was lucky enough to be at the launch yesterday in Belfast where I got to see the collection in its entirety and I there are some real treats. For women there's a definite nod to the hippie era with floaty cheesecloth tunics and dresses, vivid printed kaftans, harem pants and canvas espadrilles as well as a strong traditional nautical theme in classic red, white and navy.

The highlight of the Esmara menswear range is a selection of crisp cotton blazers in chambray blue, navy and cream that will go with anything and are a complete bargain at £19.99.

Jasmine O'Brien of Lidl Northern Ireland said: "As we see increased demand for fashionable clothing at great value, it's an exciting step for us to launch our full spring/summer 2015 collection.

"With more choice than ever before, customers can purchase a whole outfit from us without the big price tag. The collection focuses on classic pieces and accessories, which can be mixed and matched to create the perfect spring and holiday capsule wardrobe at a fraction of the high street cost."

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