Aldi Belgium revises flyer following complaint from Princess Delphine: “Reproduction is not art”

Aldi’s announcement that customers could purchase an “exclusive work” by Princess Delphine of Saxe-Coburg for 24.99 euros at its Belgian stores on Saturday has been updated in the online flyer: it is a reproduction, not a work of art.

“I am not selling my through Aldi”

“Art affordable for everyone. Want to snag an exclusive work by Princess Delphine of Saxe-Coburg? Head to Aldi on Saturday, September 26.” That’s what it says in Aldi’s print flyer this week, and that’s how it appeared online as well, but the online flyer has since been updated at the artist’s request: the reference to art has been removed, and it now reads, “Get your hands on an exclusive reproduction of a mural by Princess Delphine of Saxe-Coburg.”

In an Instagram post, the princess had expressed her outrage: “I am not selling my through Aldi”. These are framed reproductions of a mural in Ghent, which will be unveiled on Wednesday. She clarifies that they are neither signed nor numbered. The reproductions will indeed be for sale in stores on Saturday. The commotion has almost overshadowed the initiative’s charitable cause: Warme William’s campaign for youth mental health.