Sep 8, 2010
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Karl Lagerfeld launches luxury for the masses

Sep 8, 2010

Karl Lagerfeld announces creation of "Masstige" line for A/W 2011, licensed by Vaprio. This comes as news just in states his withdrawal of his S/S 2011 collection from Paris Fashion Week. The show was lined up for October 3rd but the designer needs to focus on the "Masstige" line instead.

Karl Lagerfeld
Karl Lagerfeld

As his own creative director, Lagerfeld is aiming for the mass market with this line; commercialising the clothing to sell at 'uber' accessible prices. This is far from the luxury he created as director at Chanel or the fur he designed for Fendi. But then again he is not a novice at ready-to-wear, having designed 30 pieces for swedish H&M in 2004. "Elitism for the masses has been a dream of mine for a while now", the designer expresses.

The manufacturing and distribution for the A/W 2011 collection, to be launched at Milan's Fashion Week and then Paris', will be licensed by Italian company Vaprio. The pieces will be available to buy online.

By Rosie Hart

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