fashion.office

Net-a-Porter revealed on Wednesday Lagerfeld’s first “masstige” collection, named KARL. If you didn’t heard this name before, Mastigge is the mix between Massive and Prestige, the new hot trend on the luxury market.

The launch of KARL involved a global series of events including five pop-ups in Sydney, New York, Paris, London & Berlin. With elements such as a mysterious cube in Paris, an augmented reality app to enhance the five pop-ups, and a series of fake news reports on Net-a-Porter’s YouTube channel to build buzz ahead of the launch.

The collection is available exclusively on Net-a-Porter before it’s available on the designer’s website next month.

The campaign, shot by Lagerfeld with models such as Anja Rubik, is available online and the printed campaign will break in the March issues of Vanity Fair and Vogue.