The luxury online retailer NET-A-PORTER has announced that it will be launching a micro collection designed by fashion icon Karl Lagerfeld. Since launching in June 2000, NET-A-PORTER has successfully established itself as a luxury brand, with impeccable packaging and unrivalled customer care. The pages of NET-A-PORTER feature high fashion editorial, updated weekly with new content and product, which is viewed by over 2.5 million women each month.
On January 25th, 2012, Net-A-Porter.com will begin sales of over 70 pieces from the “Karl” collection, including fashion-forward pants, sweatshirts, skirts, shirts, dresses, T-shirts, shoes and bags, each inspired by the graphic shapes synonymous with Karl Lagerfeld’s style. Black, white, grey, silver, burgundy and pink are the colors of the SS12 season. The products are made to be collected and worn together for the perfect KARL look. Prices for the collection ranges from $50 for a canvas bag embellished with a cameo of the unmistakable profile of Karl Lagerfeld to over $1,000 for some of the signature leather pieces.
“We are constantly seeking to innovate and find new things to excite and inspire our customer, and the launch of KARL ticks all these boxes and more. From leather biker jackets to tailoring to the season’s must-have detachable collar the line exudes effortless cool and is quintessential Karl. With over 70 pieces to choose from and with a fantastic price point we can’t wait for the collection to arrive!” said Holli Rogers, Buying Director.
In the interim NET-A-PORTER has begun a social media campaign called “Karl’s Kult” which starts off with a clever video called Where’s Karl: Fashion Hunt is on for the missing collection. You can help find Karl by downloading the “Net-A-Porter KARL” app. The app has four features which include an online gaming system, sneak peeks into the upcoming collection, a scanner that utilizes Aurasma Technology to allow users to scan pictures of the designer on the retailer’s site to watch the Karl Lagerfeld captured video from Net-a-Porter on their mobile device and a “Karlify” feature.
The online game, in which the mobile user must find 5 of Karl’s heads using a mobile maze and a marble in the fastest time, will award the winner a $1,000 shopping spree on Net-A-Porter. Mr. Lagerfeld will be choosing his favorite picture from the “Karlified” entries on Jan. 25 and the winner will receive a piece from the Karl collection.
Karl Lagerfeld says: “We are working on a lot of amazing ideas which are all about making luxury affordable and accessible. I’m very excited about bringing this vision to life with this brand.”