KARL LAGERFELD ESTABLISHED A NEW BRAND FOCUSING ON GENERATION Z

Karl Lagerfeld has established a completely new brand for the spring of 2023 with Generation Z in mind. The new brand Karl Lagerfeld Jeans focuses on a new generation that is determined to make their own rules, be part of a better future and create their own unique style.

With its Spring 2023 collection, Karl Lagerfeld Jeans aims to celebrate individuality and self-expression with styles the brand reports are made from “more sustainable fabrics and manufacturing techniques.” The collection is being designed by a dedicated new design and product team overseen by the house’s design director, Hun Kim.

Boasting loose fit, bold colors, and a fluid approach to gender definition, the first products were available on karl.com and Zalando. Other notable digital launch partners include About You, Answear and Farfetch.

The fashion house has long been selling denim as part of its core business, accounting for around 10 percent of its total collection size. Pier Paolo Righi, CEO of the brand, said, “We believe that the Karl Lagerfeld Jeans line can generate a business of similar size to our main line in the future. We will allocate resources accordingly and connect with our target audience by taking this opportunity into account.”

While prices will be lower than mainstream denim, Righi said, “Karl Lagerfeld Jeans is not a collection; it’s his own brand with a new logo, brand codes and identity.”

According to the executive, there will be separate men’s and women’s collections, although many of the styles are considered gender-neutral as Gen Z has dropped the restrictive labels and embraced fluidity more than ever.

“We continue Karl’s legacy by embracing his wit, acting and style; we connect him only to the younger generation.” The late founder of the brand wholeheartedly adopted jeans as part of his uniform in the early 2000s. He preferred black jeans and often wore jeans from his signature brand.

The project fits the late founder’s vision, which was restructured in 2011 as a digital-focused brand in the “masstige” or affordable luxury category.

According to the brand, the campaigns will focus on a digital generation spanning user-generated content, social media activations and influencer initiatives. The brand plans to “focus very strongly on TikTok,” but Instagram will also remain an important platform.

In terms of fashion, Karl Lagerfeld Jeans offers a range of denim jackets, sportswear items, as well as skinny, straight-leg and relaxed cuts in denim. Crop tops, hoodies and bomber jackets reflect the youthful spirit of the series, while color-blocked jersey, gradient washes and effect jeans add visual impact.

There’s also the green element: In line with the company’s environmental goals, many of the products in the collection are made from organic cotton and recycled polyester, which are made from post-consumer and post-industrial materials such as plastic pet bottles and clothing. Products containing at least 50 percent sustainable materials carry the “Karl Cares” label. The company noted that denim is finished with techniques that use less water and energy than traditional denim production.