SPEAKING OF KARL…: Net-a-porter.com has begun to spread Karl Lagerfeld fever in anticipation of the launch of the designer’s Karl line next month. The e-tailer has launched a microsite that features footage of a TV anchor breaking news that the debut Karl collection has been “captured” by Net-a-porter — only to be released on Jan. 25. “The world waits with bated breath on further news,” says the anchorman. In addition to the breaking news on Net-a-porter TV, Net-a-porter has issued a “Find Karl” app, offering players the chance to win 1,000 pounds, or $1,550 at current exchange; a preview of the collection, and a page dedicated to Karl look-alikes. Aspiring Lagerfeld clones can download another app that enables them to send in their pictures and Lagerfeld will choose his favorite on Jan. 25.
Earlier this month, the designer leaked the first image of his new Karl collection, which will debut exclusively on the site, and then on karllagerfeld.com in February. “We set about creating a multiplatform campaign that celebrated the iconic figure of Karl Lagerfeld in a way that was intended to be fun and entertaining,” said Net-a-porter managing director Alison Loehnis. “Given that this brand is being launched exclusively online, we wanted to develop engaging interactive content that will harness the brand DNA and build momentum leading up the release of the collection.”
This story first appeared in the December 19, 2011 issue of WWD. Subscribe Today.