Karl Lagerfeld seemed an unlikely guest for “Le Web ’11” in Paris yesterday as he has in the past publicly announced that he shuns e-mail and some other modern technology.
Lagerfeld does have more than a fondness for his iPad using them as sketchpads, diaries and photobooks. Karl is working on an illustrated book using only sketches done on the iPad. While on stage he demonstrated his iPad sketching and showed a sketch of Steve Jobs he had done that morning.
Karl was also joined on stage by Natalie Massenet founder of Net-a-porter and pioneer of online fashion retailing. Together they announced a new collection which will be designed by Karl Lagerfeld and will be sold exclusively online avoiding the usual procedure of sending samples to fashion pr and off-line advertising. The direct to consumer approach means prices are lower and the designer is not restricted to the usual seasonal retail drops.
It will be interesting to see if a big fashion house taking this approach will work. It is usually a method used by smaller fashion houses, propelled by necessity rather than a desire to do something new and different.
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