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NEW YORK — With Tommy Hilfiger Corp. as the new parent of his label, Karl Lagerfeld is finding himself right at home here.
He photographed the latest campaign for Lagerfeld Gallery at Hudson Studios here at 601 West 26th Street (the same building that contains the new Lagerfeld headquarters), with a sweeping skyline as his backdrop. The ads feature model Erin Wasson.
The campaign tells the story of a woman going out on the town for the evening. With a sharp focus on the clothes, the various images feature Wasson in looks such as a blue silk pleated halter dress; a black wool and mink-trimmed jacket with black wool skinny pants and a black leather digital belt that says “Lagerfeld Gallery,” and a white cotton ruffled shirt, cashmere black turtleneck and black fur and mink boots. Stephen Gan served as art director for the campaign.
For fall, Lagerfeld Gallery also has changed its logo on the ads to all capital letters, as opposed to the previous big L followed by small letters in the rest of Lagerfeld and Gallery.
Ads will run internationally in W (WWD’s sister publication), Interview and V in the U.S.; Vogue, Elle, L’Officiel, Numero, Madame Figaro in France; Vogue and Marie Claire in Italy; Vogue in Germany, and Another in the U.K. The company declined to reveal the fall ad budget.
Expanding its distribution for fall, Lagerfeld Gallery will be sold in stores such as Bloomingdale’s; Razooks in Greenwich, Conn.; Mix in Houston; On Sunset in Los Angeles; Capital in Charlotte, N.C.; Saks Jandel in Chevy Chase, Md.; Ultimo in Chicago, and Neopolitan in Winnetka, Ill.
“We continue to evolve the Lagerfeld Gallery business,” said Ann Acierno, president of Karl Lagerfeld and new business development at Hilfiger, in an interview this spring. “The quality’s extraordinary. The details, the number of seams, the fabric, the construction. It’s for someone with a lot of confidence.”
As reported, Hilfiger plans to launch a lower-priced contemporary Karl Lagerfeld women’s and men’s collection for fall 2006, with a small capsule collection to be introduced for spring 2006.