Karl Lagerfeld has been up to some crazy stuff since taking the helm of Chanel, jumping head first into more arts initiatives and marketing campaigns than we can keep track of. We’ve reported on some of them, such as the microsite where you can tour Coco Chanel’s Paris apartment, the documentary film following the designer’s every move, and the collaboration with Zaha Hadid on a mobile art museum.

But for new media marketing folk and video game fans who don’t really follow the fashion industry, today’s Lagerfeld news might be the most interesting. It’s just been announced that the designer will be playing a role in the newest installment of Grand Theft Auto, where he’ll DJ on air at the game’s K109 The Studio station. Rockstar Games has produced an animation of Lagerfeld (above), and players will be able to listen to him spin as they play the game.

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