Lidl announces its middle aisle buys with a photoshoot inspired by London Fashion Week

German supermarket giant Lidl has delved into the wonderful and sometimes bizarre world of high-end fashion with its latest photoshoot.

Inspired by London Fashion Week, the chain has released a collection of images showcasing its middle aisle buys as quirky accessories for equally standout outfits. 

This new marketing campaign sees a rope transformed into a handbag and saucepans used as necklaces. 

Lidl has even made a must-have accessory of its sell-out air fryer, which is back in stores this week, after a previous version sold 17 per minute last November. 

The supermarket giant is encouraging fashion-forward customers to recreate its looks and strut down the middle aisle to bag the latest accessories. 

Lidl uses London Fashion Week as inspiration for its latest middle aisle campaign, including making a bag out of rope

Lidl uses London Fashion Week as inspiration for its latest middle aisle campaign, including making a bag out of rope

In one image a model poses in Harry Potter inspired bedsheets, which have been made into an asymmetrical dress, complete with a rope bag accessory.

Elsewhere, Lidl has draped the model in a see-through cloth, which looks like a rain coat to ensure that no attention is taken away from the supermarket’s sell-out air fryer. 

Taking inspiration from New York fashion week, meanwhile,  Lidl has draped the models in its electrical tape to draw attention to its middle aisle tool kit this week.

It comes after cash-strapped families were told last month that they faced the sharpest increase in grocery prices since records began, with annual shopping bills predicted to rocket by £788 this year.

Grocery prices ballooned by a record 16.7 per cent year-on-year, in the largest hike since analyst Kantar started monitoring food inflation in 2008. 

This new marketing campaign sees a rope transformed into a handbag and saucepans used as necklaces

This new marketing campaign sees a rope transformed into a handbag and saucepans

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