Lagerfeld to launch affordable online range

Luxury fashion designer Karl Lagerfeld is to launch an affordable womenswear line that will be exclusively available online, in a bid to broaden the reach of his fashion brand.

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The “rock chick” brand “Karl” is the first time Lagerfeld has launched a fashion brand under his own name. He has led Chanel’s creative direction for 30 years and also leads LVMH’s Fendi fashion house.

The €60 (£52) to €300 (£261) range will be previewed on Net-a-porter.com in January ahead of the launch in February.

A second, more upmarket range, under the “Karl Lagerfeld Paris” brand will launch in autumn 2012 in department stores, ranging from €300 (£261) to €2,000 (£1,741).

Lagerfeld has previously designed a range for H&M and partnered with Diet Coke to create three limited edition bottles and a clutch bag, scarf and top.

The launch is being backed by private investment group Apax, which yesterday sold the Hit Entertainment group including Thomas & Friends children’s brand to Mattel.

Read Mark Ritson’s latest column on premium brands looking to launch more accessible ranges to appeal to recession-minded consumers.

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