Karl Lagerfeld for Cover Story launches in selected stores across India
today Oct 18, 2019
Karl Lagerfeld’s collaborative collection with Cover Story launched on October 12 and marked the brand’s first entry into India. The collection launched at select Cover Story stores across the country.
The 90-piece Karl Lagerfeld for Cover Story womenswear collection launched in a number of Cover Story brick-and-mortar stores this week, the brand announced on Facebook. Future Style Lab’s fast fashion brand is the first Indian brand to work with the Karl Lagerfeld brand and the collection mixes the Lagerfeld aesthetic with that of the Indian consumer.
The collection features a mix of more androgynous pieces reminiscent of the late designer’s personal style as well as feminine dresses and chic separates. Although mostly monochrome, the collection also features splashes of pink and red and is designed with textiles suitable for the Indian climate.
“In the Indian market, collaborations of this calibre are rare to come by,” Future Style Lab’s CEO Manjula Tewari told Vogue India in an interview about the collection. “To think of an Indian-born brand collaborating at that level and making it accessible to more Indian customers has been the most exciting part. The Indian consumer is ready for a collaboration of this kind. I was so surprised that ever since we put out our first Instagram campaign teaser, we’ve had calls, direct messages, and people commenting with positive feedback; customers are sending emails to our store managers. And not only Delhi and Mumbai, we’re getting calls from Baroda, Surat, Ahmedabad, Bengaluru and so on.”
“Karl had very special thoughts about India,” Karl Lagerfeld’s head of communications Caroline LeBar told Vogue India. “He was very much with us when this collaboration was first ideated and loved it. India is a country of culture, and beyond just expanding our global footprint, it’s also about sharing, opening minds, growing a strong network and breathing a new lease of life into the brand.”
Cover Story has 30 exclusive rand outlets and a number of shop-in-shops across 22 Indian cities. The brand was launched in 2016 and also retails from its dedicated e-commerce website.
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