German fashion designer Karl Lagerfeld is returning to the fashion industry with the launch of an affordable line of womenswear called Karl, aimed at “everyday yet still fashion-conscious audience,” reports the Independent.
The Karl ready-to-wear spring collection will launch on January 25 and include 100 pieces available exclusively online. Launching February 28, the website features a stylized white silhouette of Lagerfeld’s profile, including his trademark sunglasses and ponytail.
The designs are described as ‘rocker chic,’ and include little black dresses, denim, and silver jeans. A men’s line and accessories are to follow.
“It’s my today’s taste and style and a reflection of how I think a great number of people would like to be dressed now," Lagerfeld told WWD.
Lagerfeld, 78, is also planning to launch in autumn 2012 a more upmarket label called Karl Lagerfeld Paris, available in department stores.
The Lagerfeld brand had been dormant for some time, however, a new investment partner, the Apex private equity firm, has enabled the designer to develop a strategy that includes the launch of two collections: affordable ready-to-wear and upscale, in addition to launching the e-commerce site.
The European company believes that Karl Lagerfeld “speaks to all age groups and is a name known worldwide, from China to South America.”
Lagerfeld worked as creative director for thirty years for luxury design houses Chanel and Fendi, however, he has long hoped to offer more affordably-priced products, ever since the launch of his collection for massive Swedish retailer H&M in 2004.