Net fashion: Lagerfeld targets online consumer

Backed by private equity firm Apax, the legendary designer and creative director of Chanel will launch his eponymous ‘rock-chic’ line on 25 January in collaboration with online retailer Net-A-Porter exclusively for the first month.

The contemporary fashion collection will only be available online via a dedicated e-commerce site after its Net-A-Porter launch. It is pitched as a diffusion line with the 30-piece, women’s only range selling for between €30 ($38, £25) and €600 ($768, £496). The collection takes its style cues from Lagerfeld’s own monochromatic colour palette and features various takes on the tuxedo – including leather biker jackets, tuxedo jackets, wrap dresses and knife-pleat skirts.

LS:N Global has noted that online retail is becoming increasingly important to luxury and fashion houses. Dedicated fashion collections such as Uniqueness have been launched to appeal to online consumers hungry for immediate fashion purchases. For more, read our micromarket report on F-Commerce.