Aldi Takes on Fashion Giants with Exclusive Branded Clothing Collection

Aldi has launched its first-ever branded clothing range on the supermarket’s social channels across the UK. Aldimania - a collection of hoodies, hipsters and pyjamas will be online on the Aldi website from this Sunday, April 25th and the hipsters available instore from April 29th.

The supermarket recognised for its humorous tone of voice launched the range in style - with a billboard in London’s Leicester Square and a fashion-first video promoted across its UK Facebook, Instagram, TikTok and Twitter channels. Nearly two million fans follow Aldi on Facebook, and 660,000 keep in touch with the supermarket’s latest product releases and news via its Instagram channel.

Created by McCann LIVE, the campaign parodies popular fashion brands, with the aim of making consumers double take and question is that really Aldi? Advert posts have been created to mirror those of well-known labels, replicating recognisable sets with models and merchandise taking centre stage against white backgrounds.

Aldi used the DOOH in Leicester Square as a platform for capturing attention with the hope it will drive images and comments to be shared online, creating a buzz and conversation amongst both loyal fans and other brands.

On the launch, Sean McGinty, marketing director at Aldi UK, said: “With loungewear sales soaring across the UK over the last 12 months, now feels like the right time to launch our own range. The campaign promises to turn heads and drive conversation around this season’s must have lines.”

The Specialbuys collection will be available from the Aisle of Aldi from Thursday 29th April (hipsters only) with the hoody and PJ’s available online only from Sunday 25th April.