Karl Lagerfeld Brand
Karl Lagerfeld Taps Into Gen Z Audience With Digitally Driven New Denim Brand: Karl Lagerfeld Jeans
Luxferity, 15.02.2023
Karl Lagerfeld Jeans
The brand’s launch reflects KARL LAGERFELD’s vision to build community, lower its impact on the planet, and connect with the next generation.
KARL LAGERFELD announced the launch of the KARL LAGERFELD JEANS brand and its debut collection for the Spring 2023 season. Bold and youthful with a streetstyle appeal, the brand’s signature aesthetic is defined by distinct codes: K-shaped stitch details, diversity in denim cuts, and an electric blue Pantone 2736 C that appears on box logos, buttons, toggles and rivets. At its core, KARL LAGERFELD JEANS celebrates individuality and self-expression, with styles made from more sustainable fabrics and manufacturing techniques. The Spring 2023 collection debuted on December 8, 2022, with select digital partners and on KARL.COM.
Targeted to an audience of Gen Z consumers, KARL LAGERFELD JEANS will tap into the first generation of true digital natives who value the expression of individualism and unique moments of connection. To reflect this, KARL LAGERFELD JEANS will merge online, offline and phygital experiences, for one-of-a-kind and digital-focused campaigns that connect with the next generation in unique, relevant and engaging ways — including user-generated content, social media activations and innovative influencer initiatives that invite young talents to join the conversation.
“As the World of KARL LAGERFELD continues to expand, we’re excited to grow our portfolio with the launch of KARL LAGERFELD JEANS,” said Pier Paolo Righi, CEO of KARL LAGERFELD. “Not only did Karl wear denim on most days — he also had the lifelong vision to connect with younger generations and inspire a constant reinvention of art and culture.”
The KARL LAGERFELD JEANS collection is made reflecting KARL LAGERFELD’s vision to lower the impact on the planet. The KARL LAGERFELD JEANS collection is made with more sustainable materials from organic and recycled sources, including organic cotton fibers that are produced without toxic pesticides and chemical fertilizers and recycled polyester that is created from post-consumer or post-industrial waste materials like PET plastic bottles and apparel. Instead of sending these materials to a landfill, they are repurposed and given a new life, which also saves on raw materials, water, chemicals and energy. The KARL LAGERFELD JEANS that carry the KARL CARES hangtag contain at least 50% of these more sustainable materials. Additionally, more sustainable manufacturing techniques are used whereby the denim is finished with techniques that use less water and energy than traditional denim manufacturing.
KARL LAGERFELD JEANS collections are being created by a dedicated new design and product team, which is overseen by the Maison’s Design Director, Hun Kim. Their studio has been established at the brand’s headquarters on the Herengracht in Amsterdam.
"Karl was a master of mixing cool, rock-chic denim with more dressed-up pieces,” said Hun Kim, Design Director of KARL LAGERFELD. “He also showed that denim is ageless and genderless — no matter who you are, everyone can wear denim! The progressive KARL LAGERFELD JEANS brand celebrates diversity across new silhouettes, new treatments and unexpected new details. The look is creative, authentic and effortlessly cool, for trend-setters and rule breakers who want to stand out from the crowd."
The Spring 2023 collection is anchored in playful denim and accessories made with authenticity and fluid creativity. Denim is available in skinny, straight and relaxed fits, accompanied by versatile denim jackets and easy layering essentials. The trademark box logo graphic appears in KARL LAGERFELD JEANS’ blue pantone and is complemented by contrasting seasonal accents or orange and lime. Prints are expressive and painterly, inspired by abstract modern art and camouflage-like patterns. There’s an intentional balance between masculine and feminine, for fluid concepts that can be mixed and matched. Appealing to all, silhouettes range from close-to-body to loose-fitting.
