Aldi has rolled out its budget-friendly alternative to the high-end designs of London Fashion Week, with a new “haute couture collection” made from bin bags.
Models showcasing the new ‘Trash-Chic’ outfits in London this morning have left onlookers “gobsmacked”, according to Aldi.
The discounter claims fashionistas have been “fooled into believing the new designs were created by a high-end fashion house”.
The bin bag dresses and accessories were created by designer Ethan Leyland, using Aldi’s Everyday Essentials Refuse Sacks, made from 60% recycled plastic and priced at £1.25 a roll. Over 100 bin bags were used to make the outfits.
According to Aldi, one passerby said: “I just love what the piece is doing, it really speaks to me.” Another praised the bin bag looks as “so avant-garde”, apparently asking “Where can I get my hands on the collection?”
The dresses were showcased by two models around Soho, complete with a bag accessory, also made from bin bags.
Leyland is a womenswear designer who has previously created looks for the likes of Björk, Jourdan Dunn and Jessica Chastain.
“As soon as Aldi approached me with this project, I knew I had to get involved,” said Leyland. “It’s been some of my best work creating these looks out of just bin bags and I’ve loved seeing the reaction to them. We’ve taken London Fashion Week by storm.”
Aldi UK buying MD Julie Ashfield said: “When we labelled our Everyday Refuse Sacks as suitable for a variety of household uses, we really did mean it – from lining your bin to becoming a runway-ready creation.
“At Aldi, we always look to offer our customers great value, and we’ve shown we can do this even when it comes to high-end fashion. Last year we took on Moschino, recreating its celery bag for a fraction of the price, and this year we’re taking it to one of the biggest fashion events of the year, with looks that only cost £1.25. Our new ‘Trash-Chic’ range is a testament to affordable chic, proving we’ve turned affordability into an art form.”
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