Fashion designer Karl Lagerfeld opened the LeWeb conference in Paris this morning by confirming the details of his exclusive range with Net-A-Porter.
During the informal Q&A with LeWeb founder Loic Le Meur, Net-A-Porter's executive chairman Natalie Massenet revealed that the new ‘Karl’ range would be available to buy from January 25 2012.
People can visit net-a-porter.com to sign-up and receive more information in the coming weeks. Massenet said that the cross-channel marketing campaign will involve social media, mobile, augmented reality and a dedicated app.
Similar to his tie-up with H&M, the idea is to bring Lagerfeld’s range to a wider audience, with prices starting at £150 for a jacket.
"The amazing thing about this is its accessibility – the price points are accessible, women all over the world will have access to Karl,” said Massenet.
She said the announcement was made in Paris, the home of haute couture, as the Karl range is the evolution of haute couture being sold directly to consumers online.
During the keynote, Lagerfeld admitted that he was 'obsessed' with Apple, carrying with him four iPhones, 20 to 30 iPads and several iPods.
He went on to say that he uses his iPad to create videos – he filmed four web-only adverts for Chanel last week - and to sketch out designs and ideas.
LeWeb's audience had a private showing of Lagerfeld's photos when they were accidentally beamed onto a giant screen as he searched for one of the Chanel videos to show.
The eccentric designer also drew a self-potrait live on stage, and displayed a sketch of Steve Jobs. Lagerfeld said, “He was a genius and he changed the world.”