Not yet? Well, here you go: last night, London saw the launch of La Mania, the designer label launched by Karl Lagerfeld’s long-time friend, Joanna Przetakiewicz, and of which Mister Lagerfeld is patron. Karl was due to attend last night’s party (Joanna told us he had to attend to something VERY important for Fendi; naturally this made our ears prick up) but despite his being unable to attend, Joanna was full of praise for the man who has helped her launch an international fashion brand in eighteen months. ‘He is like a godfather to me’ said Joanna last night. Karl’s support has ranged from giving interviews on Joanna’s behalf to offering creative advice to the designer. ‘Fashion is about eyes open and looking; about redesigning things your way – the way you feel it – even before other people put it on the paper or make the clothes in that spirit’ he told Joanna in an interview between the two last year.
La Mania has gone from strength to strength in the eighteen months since its launch – attracting a diverse range of celebrity fans including Paris Hilton (who opened their second boutique) and Franca Sozzani, Editor-in-Chief of Vogue Italia. This year, they’re showing in London for the first time as part of the British Fashion Council’s and the British Council’s International Fashion Showcase for London Fashion Week. Which is a mouthful. The plan is that 2012 should see La Mania emerge onto the international fashion scene with stockists across the globe and red-carpet appearances thanks to their celeb fans.
Last night’s launch perfectly embodied the La Mania aesthetic of all-out-glamour - the bash was held at the Royal Academy of Arts, where the label’s new season collection was shown on mannequins as well as on live models. Guests included the gorgeous Anja Rubik, who arrived late and sweetly went up to the door staff to have her name ticked off the list (obviously, they already knew who she was) and Made in Chelsea’s Cheska and Ollie, whose hair we stroked and – as a side note – is completely unrecognisable on his driving license with a short spiky do. Who knew?!
So yes; remember the name ‘La Mania’. You might need it in future.