PARIS — Karl Lagerfeld, who has been partial to skinny jeans for more than a decade, is getting his own denim line.
The fashion brand has inked a multiyear license agreement with Italy’s Giada SpA for the production and distribution of its new Karl Lagerfeld Denim collection in Europe, the Middle East and Africa. The first collection for men and women is to debut at retail in spring 2019.
“The launch of Karl Lagerfeld Denim is an exciting, high-potential addition to our brand’s diverse product portfolio,” said Pier Paolo Righi, chief executive officer of Karl Lagerfeld. He called Giada a “leading producer and marketer of premium denim production, and we are fascinated by their love for product details. We look forward to working with them to build this business.”
The development comes as the brand is preparing to unveil its revamped men’s wear collection at the Pitto Uomo trade show this week.
The Lagerfeld and Karl Lagerfeld labels have been fused under a single Karl Lagerfeld collection, which is being presented alongside a capsule line curated by the designer’s longtime personal assistant Sébastien Jondeau, as reported.
Founded in 1987, Giada is the maker of premium denim line Jacob Cohen, which is sold in department stores including Harrods in London and Neiman Marcus in the U.S.
The company is based in the Veneto region of northern Italy, which is specialized in denim production, and it recently opened a North American subsidiary with a view to expanding in the U.S. market.
Franco Catania, ceo of Giada, said the pact “represents an amazing opportunity for both companies.”
The Karl Lagerfeld denim collection will be 100 percent made in Italy and positioned in the premium segment. Design elements are to include selvage seams, Lurex texture effects, distinctive coatings and embellishments, with cuts including skinny, boyfriend and biker fits.
The initial term of the licensing agreement runs for 10 seasons.