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24
SEP
2024

Karl Lagerfeld’s Fall-Winter 2024 Campaign Explores the Modern Meaning of Iconic Fashion Legacy

The Fall-Winter 2024 campaign by Karl Lagerfeld, photographed by Chris Colls, redefines "iconic" through emerging talents and bold contrasts, honoring the brand's timeless vision.

#Karl Lagerfeld 2024 campaign

Karl Lagerfeld Introduces “How Do You Define an Icon?”: The Fall-Winter 2024 Campaign Photographed by Chris Colls

The Fall-Winter 2024 campaign from Maison KARL LAGERFELD, titled “How Do You Define an Icon?”, is a celebration of the lasting legacy of Karl Lagerfeld and his profound impact on fashion and pop culture. Photographed by Chris Colls, the campaign captures the very essence of Karl Lagerfeld’s vision, highlighting contrasts he was known for—particularly black versus white, minimalism versus extravagance, and understated elegance versus bold, high-impact statements. This campaign continues to reverberate Lagerfeld’s influence, underscoring his enigmatic persona and his enduring presence within fashion and beyond.

The Campaign

The Fall-Winter 2024 collection is a visual and conceptual exploration of what it means to be iconic in the modern age, reflecting Karl Lagerfeld’s unique ability to merge timeless elegance with modernity. This campaign also pays homage to the brand’s DNA, focusing on signature elements like a black-and-white color palette and metallic tones. These design elements evoke the contrast and juxtaposition that Karl Lagerfeld consistently incorporated into his work.

Three emerging talents were selected to star in the campaign, each chosen for their unique persona and their ability to embody different aspects of what it means to be iconic in today’s world:

Calum Harper: A social media sensation and TikTok star, Harper represents the expressive aspect of icon status, with his creative content and bold digital presence making waves among younger audiences.

Raya Martigny: An outspoken actress and activist, Martigny defines being an icon as resilience, reflecting her determination to use her platform to advocate for social justice and change. Her voice and presence both on and off-screen are powerful representations of strength and determination.

Kat Q: A non-conformist fashion muse, Kat defines “iconic” as legendary, representing the breaking of boundaries and redefining beauty standards. Her bold approach to fashion embodies Karl Lagerfeld’s spirit of pushing the limits of creativity and daring to stand out.

Additionally, the campaign features Alyda Grace, a ballet dancer-turned-model, whose transition from classical dance to high fashion exemplifies the fluidity and evolution of what it means to be an icon across different creative fields.

The Collection

At the heart of the Fall-Winter 2024 collection is the brand’s signature approach to elevated statement pieces, which blend iconic elements from the past with modern, contemporary interpretations. The collection reflects Karl Lagerfeld’s timeless aesthetic, celebrating his penchant for sharp tailoring, sleek lines, and minimalist design combined with rich textures and materials. The use of mixed metallics adds a futuristic touch to the otherwise classic black-and-white palette, reflecting the house’s ability to honor the past while looking toward the future.

Creative Director Hun Kim has played a central role in reinterpreting these quintessential elements for a modern audience. Since taking the creative reins at Maison KARL LAGERFELD, Kim has consistently drawn inspiration from Lagerfeld’s vast and varied legacy. For the Fall-Winter 2024 season, Kim continues to embrace Lagerfeld’s visionary approach, ensuring that the collection feels both deeply rooted in the brand’s heritage while being relevant and exciting to today’s fashion-conscious consumers.

The Vision of Karl Lagerfeld

Karl Lagerfeld’s influence on the fashion world remains unparalleled. His ability to blend the traditional with the contemporary, along with his unrelenting curiosity for what’s next, has cemented him as one of the most iconic figures in fashion history. The House of KARL LAGERFELD embodies these very traits, incorporating Lagerfeld’s passion, intuition, and inexhaustible creativity into every collection.

Throughout his career, Lagerfeld’s design aesthetic was marked by Parisian-inspired classics, infused with a rock-chic attitude. The brand’s portfolio is extensive, including ready-to-wear collections for women, men, and children, as well as accessories such as bags, small leather goods, footwear, fragrances, and eyewear. In recent years, the brand has expanded into additional categories, including KARL LAGERFELD MAISON, a furniture collection, and international hospitality projects, which further amplify the brand’s influence in the world of luxury design.

Global Reach and Digital Presence

Maison KARL LAGERFELD has established a robust global presence, connecting with consumers across multiple continents. With over 200 stores worldwide, including key locations in Paris, London, Munich, Dubai, and Shanghai, the brand has solidified its position as a leader in the luxury fashion market. Its stores operate through premium wholesale and franchise partners, ensuring the Karl Lagerfeld experience is accessible to customers across the globe.

In addition to its physical retail locations, KARL LAGERFELD maintains a strong digital presence, with a particular emphasis on its flagship website KARL.COM. This digital platform serves consumers across Europe, the Middle East, and Asia, providing a seamless online shopping experience that reflects the brand’s commitment to innovation and customer engagement in the digital age.

Commitment to Sustainability: The Fashion Pact

In 2019, Maison KARL LAGERFELD demonstrated its commitment to addressing the fashion industry’s environmental impact by joining the Fashion Pact, a global sustainability initiative. The Fashion Pact seeks to transform the fashion industry by focusing on three critical areas: climate change, biodiversity, and ocean protection. By aligning with this initiative, KARL LAGERFELD has positioned itself as a brand that not only celebrates creativity and innovation but also prioritizes its responsibility toward protecting the planet for future generations.

Under the leadership of Creative Director Hun Kim and a team of passionate and dedicated individuals, the House of KARL LAGERFELD continues to balance the legacy of its founder with a forward-thinking approach. The 2024 Fall-Winter campaign exemplifies this balance, highlighting the brand’s ability to honor its iconic past while continuing to evolve and inspire in the ever-changing world of fashion.

The “How Do You Define an Icon?” campaign for Fall-Winter 2024 encapsulates the timeless yet ever-evolving spirit of Karl Lagerfeld and his brand. By blending Lagerfeld’s signature contrasts of minimalism and high impact, and featuring a diverse group of rising stars in fashion and entertainment, the campaign offers a contemporary take on what it means to be iconic today. With the visionary direction of Hun Kim and the Maison’s commitment to sustainability through initiatives like the Fashion Pact, KARL LAGERFELD remains a powerhouse in the global fashion industry, merging tradition with innovation and style with substance.

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