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Sunday 4 December 2016

Fashionistas get ready to join bargain hunters as Lidl launches cut-price collection

Published 04/09/2015 | 02:30

Shauna Lindsay pictured at the launch of Lidl's Esmara Autumn/Winter collection
Shauna Lindsay pictured at the launch of Lidl's Esmara Autumn/Winter collection
Maeve Madden (left) and Shauna Lindsay pictured at the launch of Lidl's Esmara Autumn/Winter collection

The hardcore male bargain hunters chasing those 8am Thursday morning telescopes, ski gloves and cycling shorts should have lots of female company outside Lidl in the coming weeks as cut-price style becomes the height of fashion.

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The supermarket chain launched their Esmara Autumn/Winter fashion collection yesterday in Dublin, and to say the appetite was healthy for the styles, and the prices, is an understatement.

Lidl's €14.99 pleather biker jacket, seen here in black, could easily have been mistaken for a jacket from a more expensive store and the reaction on social media quickly took hold.

The first range from the Esmara AW15 collection is called 'See you in Berlin' and it went on sale yesterday with luxe tops and denim-look jeggings creating interest in the aisles.

Lidl obviously thinks it is on to a winner with this black pleather jacket with attractive zip detailing on the sleeves and next week, they are revisiting the biker story with a slightly more expensive faux leather jacket in tan. It will be priced €19.99 and will also be available in black.

Its arrival marks what can only be called a Rock Chick love-in. Maybe the savvy supermarketeers are aiming their fashion campaign at a post-Electric Picnic audience, but the leather-loving chick with an eye for bargains is certainly in their style spotlight next week. The offer includes stretch jeans in rust, black, leopard print and denim, costing €9.99, and black padded biker boots (€14.99).

At a preview at the Dean Hotel last night, the response from hard-nosed fashionistas was very positive.

The biker jacket stealing all the spotlight yesterday was made in China and upcoming deliveries will unleash plush ponchos (€24.99) in eight styles in December.

November will bring kimono-style Aztec print cardigans at €12.99 and the faux-fur trimmed black jacket costs €16.99 and arrives into stores on October 1 and is also available in red.

Irish Independent

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