KARL LAGERFELD - Spring - Summer 2020



Styled by Carine Roitfeld, the campaign features modeling icon Mariacarla Boscono and celebrates the spirit of the KARL LAGERFELD maison in Paris.


KARL LAGERFELD is pleased to introduce its Spring 2020 campaign, which launches worldwide on January 24, 2020. Titled “21 Rue Saint-Guillaume,” it is inspired by the iconic address of the KARL LAGERFELD maison in Paris. The historic building is considered the heart and soul of the brand; it housed Karl Lagerfeld’s office and studio, where he created countless collections throughout his illustrious career.

The campaign features acclaimed model Mariacarla Boscono, who was a longtime friend and muse of Karl Lagerfeld. The two first met in the early 1990s and developed a close friendship over the years. “Shooting this campaign is emotional for me, as I was very close to Karl,” says Boscono. “I’ve done many shoots with him over the years, and we always laughed a lot. I have all those memories imprinted in my brain. I hope this campaign is a beautiful tribute to him, because everything I do now is with him in my mind.”

The campaign was photographed in Paris by Chris Colls, and styled by fashion visionary Carine Roitfeld, Style Advisor of the Maison KARL LAGERFELD.

“Karl decided on the theme of this season before he passed; he loved the Bauhaus art movement,” says Roitfeld. “It’s all very Karl — very strict, very sober and very perfect. It’s everything that Karl liked. It’s simple but not boring. It’s streetwear with a touch of Parisian chic.”

In addition to Boscono, the campaign features Parker van Noord and Ruinan Dong. The photos are complemented by snapshots of the 21 Rue Saint-Guillaume building which is in the center of Saint-Germain-des-Pres — Karl’s favorite neighborhood in Paris.

The Spring 2020 collection features bold color blocking, graphic shapes and distinct typography. Karl Lagerfeld had envisioned a collection that celebrates Bauhaus style — one of his most-loved time periods and artistic movements. The sophisticated yet youthful designs have strong lines and silhouettes, while primary colors pops mix with simplistic shapes. Accessories continue to redefine the quintessential KARL LAGERFELD look, with silhouettes including the K/Studio, K/Slash, and statement Bauhaus-inspired pouches.


Consumers are invited to join the conversation and experience using #KARLLAGERFELD. The collection is available now in Scandal stores

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