Lidl socks steal limelight at Amsterdam Fashion Week

German discounter Lidl managed to grab the attention at the Amsterdam Fashion Week, where former top model Heidi Klum presented her fifth collection for the discounter. However, it was rather with the socks that Lidl put in the goodie bags that the retailer got all the attention.

Viral socks

On the final day of Amsterdam Fashion Week, hard discounter Lidl was allowed to parade alongside the major fashion brands to showcast Heidi Klum’s fifth capsule collection for the brand. However, it was the socks Lidl handed out as a present that really stole the limelight: the white socks with the discounter logo immediately became a hit on Instagram and spread like wildfire in the Netherlands.

The socks fit in perfectly with the current ‘normcore’ trend, making ‘old-fashioned’ white socks and T-shirts with large brand or company logos hip again. Lidl deliberately took advantage of it, but “the hysteria around those socks is like nothing we experienced before. Therefore we are now considering selling them in our stores”, marketing manager Christine Braun admitted to Dutchnewspaper Het Parool.

The socks may be commercialised in Belgium as well, says spokeswoman Isabelle Colbrandt to Belgian newspaper Gazet van Antwerpen: “The reactions are overwhelming, so we are now going to investigate whether it would be interesting to sell them in the Dutch and Belgian stores. These are still vague plans, but we are working on them.”