With a youthful, “remix-style” campaign for his new collection, Karl Lagerfeld pitches himself right into the fray of a new demographic. While his designs have noticeably skewed younger and younger over the past dozen seasons, Lagerfeld makes his courtship of the young consumer no secret this time around. Kendall Jenner, a perpetually photographed and popular new model, is the ideal candidate for carrying the fresh new message forward. She’s the face on a million tween screens, and she knows how to sell Lagerfeld’s revamped brand of luxe accessories and ready-to-wear.
In the video campaign, the shots leap quickly between Lagerfeld’s cryptic commentary on his new “kolor block” trend and a trio of young models flaunting cool-girl shades, hip pastel bags, and plenty of attitude. Models Sasha Luss, Ming Xi, and Jenner espouse the Lagerfeld mantra: “This season, Karl is Kolor.”
Watch the video below to see Lagerfeld and his models talk about this new collection, then click through the gallery above to discover the pieces.
Photos and Video: Courtesy of Karl Lagerfeld