Chanel designer Karl Lagerfeld seems to be rapidly diversifying his brand. In the last year, there has been the diffusion line for Macy’s, Diet Coke bottles and even a label for a winery with ties to Chanel. Today comes the news that he is going after Internet shoppers with an exclusive label called Karl to be sold on website Net-A-Porter. At 78, the designer is now going to get jiggy with the online world via an Internet exclusive clothing launch. What’s next, a Twitter ID? Gasp.
There is not much information available on Karl. I haven’t seen any sketches or news about what the collection will consist of. What has been announced via a press release is that Karl “will be sold exclusively for the first month through net-a-porter, the online fashion retail unit of Swiss luxury group Richemont, then on a dedicated website and starting in the spring through a few selected retailers.” Prices will range from 60 to 300 euro range, which is about $84.00 USD to $417.00 USD. So, this will be more than the current Macy’s Impulse collection. For the more upscale Chanel buyer who wants to go in-store, there is more Karl coming in Autumn 2012. A more upmarket label called “Karl Lagerfeld Paris,” sold in multi-brand and department stores, with items priced between 300 and 2,000 euros, which translates to about $417 USD to 2,785 USD.
Clearly, before Karl retires, there’s going to be a collection for multiple price points and buyers. An interesting move from a fashion legend.