The Karl collection launches in Covent Garden
It's no secret that here at Grazia Daily, we'll use any excuse to get Karlified. And that's exactly what we did this afternoon — but today's dressing up was for a very exciting reason. After months of anticipation, Karl Lagerfeld's collection has just landed on NET-A-PORTER and to celebrate, we escaped Grazia Towers to check out the London launch, with our black gloves and sharp white collars at hand.
Stine Wollan gets Karlified and meet the Karl Boys
In Covent Garden Market, we found a throng of fash-fans queuing round the block for the first chance to shop the range. Many were kitted out in ah-may-zing Karl-inspired outfits. Check out Stine Wollan (www.ilovesprekenhus.com) who was wearing a white Helmet Lang shirt under a Topshop jacket, topped off with a Miu Miu bag, Armani sunglasses and gold heels from Topshop — making her the perfect complement to the Karl Boys. And by Karl Boys, we mean a huddle of dapper Baptiste Giabiconi-a-likes, who were on hand to make girls swoon direct customers and hand out Karl coffees complete with white collars.
And what did we find at the end of the queue?
Shopping the collection using the Karl app
A ginormous pop-up shop window, that's what. Using the NET-A-PORTER KARL app, customers shopped the collection by scanning products using their iPhone or iPad2. Genius, no? The happy buyers left with an oh-so-chic goodie bag that included iconic leather gloves or a collar from the collection.
'To have the opportunity to launch Karl's first global collection, we wanted to pull out all the stops and do it in the best way possible,' Jenny Cossons, head of NET-A-PORTER's brand relations, exclusively told us. 'NET-A-PORTER prides itself on doing things first, differently and by fusing luxury with modern technology so we're really excited.'
And what makes this collaboration so distinctive in comparison to those we've seen previously? 'This is a fashion first in terms of the buzz we've generated to launch it, it reaches 170 countries, and 3.5million visitors have access to the collection at the same time.'
Jessica Taylor and Joe Ridsdale, Danielle Wellings-Longmore wait patiently
As you already know, the collection consists of 70 pieces of classic Karl pieces, from draped jersey dresses to monochrome T-shirts and leather jackets, all with that signature rock 'n' roll edge. Jessica Taylor had been waiting for over an hour when we met her in the queue. 'I got an invite for the event from NET-A-PORTER,' she revealed. 'And obviously I want a pair of the leather gloves!' Jessica brought her friend, Joe Ridsdale, to keep her company, although he was clearly a Karl lover too. 'Anything designed by Karl is going to set the trend,' he told us. Meanwhile, Danielle Wellings-Longmore (fortheloveoffrock.blogspot.com) was looking to bag one of the T-shirts to wear with jeans and blazers, but didn't realise this launch was going to be quite so unique. 'I kind of wanted to try on the pieces before I buy, but it's certainly a modern way of doing it.' Hear, hear.
And the queue goes on...
And the Karl frenzy wasn't just in London — oh no! At the exact same time, other launches were taking place in New York, Berlin and Paris (where Monsieur Lagerfeld made an appearance). Plus the Sydney launch is set to take place tomorrow.
Trust Karl to pull off such a mega operation...