ABOUT

As the stylist for Lidl's "Just a Lidl Bit" campaign, I was tasked with bringing the fun, campy, and unapologetically glamorous world of "hun culture" to life. The styling was deliberately over-the-top and celebratory, creating a joyful, festive, and sparkly mood that elevates the everyday supermarket setting into a glitzy music video.
The approach centered on a core aesthetic of accessible glamour and nostalgic 90s flair, mirroring the ad's remix of the Gina G track.
Key styling details
Martine McCutcheon: Her look was built around a show-stopping, silver glittery jumpsuit that immediately commanded attention. This piece was chosen to make her the unquestionable star of the performance and to create a "Eurovision-style" aesthetic.
Backing dancers: The styling extended to her back-up dancers, who were given matching, hunky supermarket uniforms, emphasizing the fun, choreographed nature of the piece.
Guest appearances: The camp theme was reinforced through the styling of cameos by beloved internet personalities like Charity Shop Sue and Diane from The Traitors. Their outfits captured their signature personas, making them instantly recognizable.
Leopard print: A standout detail was the leopard-print trolley used by Martine, a subtle yet significant touch that nodded to a key pattern within "hun culture".
Purpose: The overall effect was designed to be impactful and entertaining. By infusing high-energy glamour and playful fashion into a mundane activity like a supermarket shop, the styling helped redefine the Lidl brand as exciting and aspirational—a company that doesn't just offer bargains but embraces a fun, celebratory lifestyle.