Posted by Shirley Brady on January 25, 2012 01:01 PM
Net-a-Porter today revealed Karl, fashion designer Karl Lagerfeld's first "masstige" collection, in a global series of events that includes five pop-ups (in Sydney, New York, Paris, London & Berlin) for Lagerfeld's first diffusion line.
Launch elements included 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.com starting today (including rebranding its Facebook, Twitter and website with Lagerfeld's logo today) before it's available on the designer's website next month.
The mysterious Paris cube that's been drawing attention on the Champs Elysee:
The London pop-up storefront before the reveal:
Net-a-Porter played up "Karlmania" on YouTube with reports such as this: