Cult of Karl Lagerfeld comes to the capital: Designer launches boutique in London

This shop is about offering a bite-size piece of the Lagerfeld image – an iPhone cover, a book, a doll – to an ever celebrity-hungry public

Karl Lagerfeld has landed in London. Not the man, but the shop. The man is here too, in tandem with the shop opening, paper-white ponytail perfectly coiffed, collar starched high, that indelible, unchangeable image we all know so well, taking its bow after Lagerfeld’s catwalk shows at Fendi and Chanel.

Only this isn’t a Chanel boutique, nor a new Fendi outpost. It’s Lagerfeld’s own eponymous label, its first boutique in the UK and 19th in the world. When the doors were opened to the press, however, Karl Lagerfeld was nowhere to be seen at Karl Lagerfeld.

Actually, that’s inaccurate: he was everywhere. Not the man himself, but an array of products bearing his image, from £25 iPhone cases, through £129 tokidoki toy dolls, to Union Jack pillows and neon light installations sketching out his profile. It’s a cult of Karl.

That’s the point of the Karl Lagerfeld line: it may be a stone’s throw from the Chanel flagship on Bond Street, but it’s a million miles away in concept. Equidistant to Chanel is the enormous Regent Street H&M, where Lagerfeld launched the mass retailer’s first designer collaboration a decade ago.

Karl Lagerfeld – the label, and the designer – is all about satisfying the masses. That’s why it’s tapping into the instantly-recognisable visage of Karl. The geographic location of the store is also a sure-fire indicator – Regent Street isn’t about big spenders, it’s about big numbers: Regent Street is a destination for 70 million visitors a year. Hence Lagerfeld and its CEO Pier Paolo Righi are pitching the line as “accessible luxe,” right in line with other Regent Street-adjacent retailers, such as Longchamp and Michael Kors. The focus on accessible luxe has more than paid off for the latter, a company recently valued at a cool £11bn.

Prices at Lagerfeld stretch to about £1,000 for a leather jacket, but most hover – accessibly – at about a few hundred or even lower. A classic Chanel 2.55 – the chain-strapped quilted number introduced in 1955 and still a worldwide bestseller – will set you back in the region of £2,600. Lagerfeld’s own-label version, stamped with a K rather than double-C, retails for about £350.

There isn’t a catwalk show for these clothes. Honestly, they don’t need it. Constantly monochrome, constantly Karl, they don’t change much. This shop isn’t about fashion, really. This shop is about offering a bite-size piece of the Lagerfeld image – an iPhone cover, a book, a doll – to an ever celebrity-hungry public.

PROMOTED VIDEO
Life and Style
ebookNow available in paperback
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Arts and Entertainment
booksPhotographer Richard Young has been snapping celebrities at play for 40 years - but he says it wasn’t all fun and games...
News
i100
Sport
Aguero - who single-handedly has kept City's Champions League dreams alive - celebrates his dramatic late winner
footballManchester City 3 Bayern Munich 2: Argentine's late hat-rick sees home side snatch vital victory
News
Muhammad Ali pictured in better health in 2006
peopleBut he has enjoyed publicity from his alleged near-death experience
Arts and Entertainment
Tony breaks into Ian Garrett's yacht and makes a shocking discovery
TVReview: Revelations continue to make this drama a tough watch
News
news
News
peopleSinger tells The Independent what life is like in rehab in an exclusive video interview
News
The assumption that women are not as competent in leadership positions as men are leads to increased stress in the workplace
science... and it's down to gender stereotypes
Arts and Entertainment
Inner sanctum: Tove Jansson and friends in her studio in 1992
booksWhat was the inspiration for Finland's most famous family?
News
i100
Arts and Entertainment
Singer songwriter Bob Dylan performs on stage
films
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Austen Lloyd: Commercial Property Lawyer - Cheshire

    Excellent Salary: Austen Lloyd: CHESHIRE MARKET TOWN - An exciting and rare o...

    Austen Lloyd: Residential Property Solicitor - Hampshire

    Excellent Salary : Austen Lloyd: NORTH HAMPSHIRE - SENIOR POSITION - An exciti...

    Recruitment Genius: Gas Installation Engineer

    £29000 per annum: Recruitment Genius: A Gas Installation Engineer is required ...

    Recruitment Genius: Domestic Gas Technical Surveyor

    £28000 per annum: Recruitment Genius: A Domestic Gas Technical Surveyor is req...

    Day In a Page

    Homeless Veterans Christmas Appeal: Drifting and forgotten - turning lives around for ex-soldiers

    Homeless Veterans Christmas Appeal: Turning lives around for ex-soldiers

    Our partner charities help veterans on the brink – and get them back on their feet
    Putin’s far-right ambition: Think-tank reveals how Russian President is wooing – and funding – populist parties across Europe to gain influence in the EU

    Putin’s far-right ambition

    Think-tank reveals how Russian President is wooing – and funding – populist parties across Europe to gain influence in the EU
    Tove Jansson's Moominland: What was the inspiration for Finland's most famous family?

    Escape to Moominland

    What was the inspiration for Finland's most famous family?
    Nightclubbing with Richard Young: The story behind his latest book of celebrity photographs

    24-Hour party person

    Photographer Richard Young has been snapping celebrities at play for 40 years. As his latest book is released, he reveals that it wasn’t all fun and games
    Michelle Obama's school dinners: America’s children have a message for the First Lady

    A taste for rebellion

    US children have started an online protest against Michelle Obama’s drive for healthy school meals by posting photos of their lunches
    Colouring books for adults: How the French are going crazy for Crayolas

    Colouring books for adults

    How the French are going crazy for Crayolas
    Jack Thorne's play 'Hope': What would you do as a local politician faced with an impossible choice of cuts?

    What would you do as a local politician faced with an impossible choice of cuts?

    Playwright Jack Thorne's latest work 'Hope' poses the question to audiences
    Ed Harcourt on Romeo Beckham and life as a court composer at Burberry

    Call me Ed Mozart

    Paloma Faith, Lana del Ray... Romeo Beckham. Ed Harcourt has proved that he can write for them all. But it took a personal crisis to turn him from indie star to writer-for-hire
    10 best stocking fillers for foodies

    Festive treats: 10 best stocking fillers for foodies

    From boozy milk to wasabi, give the food-lover in your life some extra-special, unusual treats to wake up to on Christmas morning
    Phil Hughes head injury: He had one weakness – it has come back to haunt him

    Phil Hughes had one weakness – it has come back to haunt him

    Prolific opener had world at his feet until Harmison and Flintoff bounced him
    'I have an age of attraction that starts as low as four': How do you deal with a paedophile who has never committed a crime?

    'I am a paedophile'

    Is our approach to sex offenders helping to create more victims?
    How bad do you have to be to lose a Home Office contract?

    How bad do you have to be to lose a Home Office contract?

    Serco given Yarl’s Wood immigration contract despite ‘vast failings’
    Green Party on the march in Bristol: From a lost deposit to victory

    From a lost deposit to victory

    Green Party on the march in Bristol
    Putting the grot right into Santa's grotto

    Winter blunderlands

    Putting the grot into grotto
    'It just came to us, why not do it naked?' London's first nude free runner captured in breathtaking images across capital

    'It just came to us, why not do it naked?'

    London's first nude free runner captured in breathtaking images across capital