PARIS — Fashion’s master juggler Karl Lagerfeld has landed close to home for his latest extracurricular undertaking: He’s masterminding a quirky photo-based “private co-branding” tie-up between Chanel and its sister brand, the high-end French lingerie and swimwear label Eres.
For the project, Lagerfeld conceived and shot a playful photo series destined for Eres’ Web site in mid-May. In it, model Emily Didonato is styled to resemble a retro paper dress-up doll, wearing Chanel looks layered over swimwear and lingerie styles from Eres’ spring 2010 collection.
At the click of a mouse, visitors to Eres’ Web site will be able to strip Didonato down to her Eres foundations.
The images will also be distributed in photo packs to clients in Europe and the U.S. from mid-May. French-based clients can get a preview of the series when they are displayed in Eres stores in Saint-Tropez, Cannes and Paris early next month.