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Where fashion and food find their intersection, new opportunities for brands arise to innovate and connect with more varied audiences. Recent examples include a collaboration between Lidl and Nik Bentel that has piqued the interest of both fashion lovers and day-to-day consumers. This unlikely collaboration between a worldwide grocery retailer and a designer known for his imaginative and innovative approach outshines the competition.

It was during London Fashion Week that Lidl and Bentel unleashed the now-ubiquitous ‘croissant bag’ as a direct result of Lidl’s bakery. A very limited amount of the absurdist garments together with everyday grocery items moved extremely fast, showing just how full of potential the combination really is. This was a different kind of collaboration from others because it used the most iconic parts of the Lidl brand and reimagined them into a highly desired high-fashion accessory. The success of the collaboration ran deep, even finding the croissant bag available on By Rotation, a fashion rental platform catering to making fashion both more sustainable and accessible for fashionistas.