A multi-platform rollout campaign launches the designer’s first diffusion line.
Karl Lagerfeld‘s first mass-prestige (“masstige”) collection is now available for purchase online at Net-a-Porter, after a multi-platform rollout campaign that included a series of global events.
A mysterious cube in Paris, an augmented reality app and fake news reports on Net-a-Porter’s Youtube channel helped to build buzz for the launch, and there were pop-up shops in New York, London, Paris, Sydney and Berlin. Net-a-Porter also rebranded its Facebook, Twitter and website with Lagerfeld’s logo.
The Karl collection features over 70 pieces in the designer’s signature black, white, gray, silver, burgundy and pink, and prices range from $25 for a canvas tote featuring Karl’s silhouette, to $1,350 for a snakeskin-effect leather jacket. Click through to see some of the products available: