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.

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