Karl Lagerfeld Pops Up with Net-a-Porter
Inimitable German fashion designer Karl Lagerfeld has opened a series of global pop-ups to launch his new Karl diffusion line, which touched down yesterday (January 25). Offering a real-world retail experience to accompany the heavy-duty online media buzz generated by the label, including campaigns on Facebook, Twitter, YouTube, and a temporary takeover of fashion e-tailer Net-a-Porter.
Based in London, Paris, New York, Berlin and Sydney, the pop-ups support sales made through Net-a-Porter – which will exclusively sell the line before it becomes available on Karllagerfeld.com in February.
A fun, supplementary app for smartphones and iPads introduces an element of play with the Find Karl game, which offers players the chance to win £1,000 to spend on Net-a-Porter by collecting silhouettes of Lagerfeld’s head. A leader board displaying real-time results can be seen on the website. The app also includes collection previews, exclusive content and an application called Love Karl, Be Karl, which superimposes Lagerfeld’s hair and sunglasses onto the user’s face.