The supermarket has unveiled its ‘Trash-Chic’ fashion line proving high end style doesn’t have to cost a fortune
Aldi has made a surprise appearance at London Fashion Week with a collection crafted entirely from bin bags. The supermarket chain revealed its ‘Trash-Chic’ fashion line, demonstrating that high-end style doesn’t have to break the bank.
The collection, designed by Ethan Leyland, utilises Aldi’s Everyday Essentials Refuse Sacks, which are composed of 60 per cent recycled plastic and retail for £1.25 a roll.
Models paraded through Soho in the eye-catching black designs, turning heads and tricking fashion enthusiasts into believing they were witnessing creations from a luxury fashion house.
Each outfit was meticulously constructed using over 100 bin bags, with Leyland and his team dedicating 270 hours to perfecting the designs. The outfits even featured matching handbags, also fashioned from bin bags.
Leyland, who has previously dressed celebrities such as Bjork and Jessica Chastain, said: “As soon as Aldi approached me with this project, I knew I had to get involved.
“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 is no stranger to causing a stir in the fashion industry, having challenged Italian luxury brand Moschino last year with a budget-friendly version of its viral celery bag at a fraction of the cost.
Julie Ashfield, managing director of buying at Aldi UK, 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.”
“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.
“Our new ‘Trash-Chic’ range is a testament to affordable chic, proving that we’ve turned affordability into an art form.”
