German designer Karl Lagerfeld has unveiled his exclusive online couture creations in collaboration with London-based web retailer, Net-a-Porter.
The collection has been displayed in five Net-a-Porter pop-up store windows in London, Paris, New York, Berlin and Sydney. Londoners were able to get a close-view of the shopping event in Covent Garden and were also able to shop by scanning desired products with their iPhones or iPads.
As per reports, visitors were also able to take home Karl goody bags and T-shirts with the first 50 fans through the door receiving a pair of those leather gloves or a Karl collar. These offerings are special creations by the brand which Lagerfeld himself is so famous for wearing.
The collaboration is not the first time that the Chanel designer, Lagerfeld, has used to promote his new creations. According to analysts, more and more designers are now increasingly using the online medium to promote their products as well as refresh their images.
Lagerfeld's earlier online collaboration was with Swedish retail brand H&M when he marketed an online collection.
"Karl Lagerfeld is seen as an older member of the fashion scene, so this might help him rejuvenate his image. We also saw Donatella Versace launch a collection which was sold on H&M's website last year, which caused the site to crash because demand was so strong. This is a great way to make their brands appear more accessible without risking damage to the perceived exclusivity of their other offline collections,' the BBC quoted Isabel Cavill, fashion analyst at Planet Retail, as saying.
Designs for the Karl Lagerfeld collection will include jersey dresses, T-shirts, shoes, handbags as well as denims decorated with a subtle image in Lagerfeld's likeness. In general, the 100-piece range will feature both evening and daywear, including black dresses with plunging backs, silver jeans and vest tops, all with a distinct rock 'n' roll inspired edge.