Karl Lagerfeld has launched his first diffusion line exclusively on luxury fashion outlet Net-a-Porter. Karl by Karl Lagerfeld is a capsule collection of must-have pieces at cheaper than Chanel prices.
One of the more interesting aspects of this launch is the use of augmented reality to promote the collection. The brand created five augmented reality enhanced events in pop-up 'Window Shops' at secret locations in New York, London, Paris, Berlin and Sydney. After downloading the Net-a-Porter app, customers at these stores could activate the augmented reality experience, allowing product images from the store windows to be scanned and items to be bought and won.
The collection has already been hit hard by eager shoppers, with many items selling out almost immediately. So if you want to get your mitts on a little bit of Karl, you'd better head over to Net-a-Porter ASAP. I have my eye on some high-rise patterned skinny jeans, so may join you there.
Ps. The rebranding of the Net-a-Porter website with the Karl logo is a brilliant touch.
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