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Lidl’s croissant is heading out of the shopping aisle and on to the runway

Chloe Burney
27 August 2024

We’ve seen Anya Hindmarch’s Frosties handbag, Puppets & Puppets cookie handbag and Moschino’s McDonald's bag, but there is a new food-inspired accessory that will certainly catch the eyes of Brits... introducing Nikolas Bentel’s Lidl-inspired croissant bag.

Nikolas Bentel, the subversive mastermind of the internet-breaking Pasta Bag, has partnered with Lidl on a new design. Marking his first UK partnership, the designer has reimagined Lidl’s best-selling bakery item, the croissant, as a limited edition luxury leather bag.

Did you know Lidl sells 122 croissants every minute? Using this as the inspiration behind the design, the croissant has been reimagined as a coin purse, encased in a soft leather bag that mirrors the paper one usually found in the bakery aisle.

Nikolas Bentel, said: "I’ve always believed that design should take the mundane and make it memorable. Working with a brand like Lidl for our first UK partnership, that is so well-known for its witty and humorous relationship with its customers, was a no-brainer. Throughout the creative process, we looked at tying together the cult-status bakery item from Lidl, with our love of celebrating the norm – this gave us an opportunity to think deeply and create something truly unique.

"To make it super dynamic, we have made the bag multi-functional, with multiple styling options so the wearer can have their own personal spin on it. My team and I truly loved learning about what the Lidl customer base appreciates about its iconic bakery, and can’t wait for the world to meet our Croissant Bag."

Joanna Gomer, Marketing Director at Lidl, added: "We know our bakery has cult status and our merch drops have flown off the shelves over the last few years and now with this launch, we are set to make waves in the high fashion world.

"Nik has completely transformed our most coveted Lidl Bakery item into an exceptionally high-quality fashion piece, and we can’t wait to watch the Lidl Croissant Bag be the newest, most unexpected item to take the world of luxury fashion by storm."

The Nik Bentel x Lidl ‘Croissant Handbag’ will be available for £50 from 3 pm on Thursday 29 August on www.nikbentel.com.


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