Karl Lagerfeld To Create Affordable Clothing

Creative director of Chanel and Fendi, Karl Lagerfeld is no longer interested only in his luxury brands. He has recently expressed the desire to work for mass market as well.

His new venture can be explained by the success of his collaboration with high street store H&M in 2004. And probably he just wants to prove himself once again that he is capable of dressing both wealthy customers and ordinary ones.

He said:

"My dream is to turn the whole house of Lagerfeld into this kind of mass business, because I am at the peak of luxury with Chanel and Fendi. Being at both ends of the market is the height of luxury.”

Despite his intentions to work on an affordable range, Lagerfeld has teamed up with luxury label Hogan lately. His goal is a “unique collaboration with a special project for the Spring Summer 2011 collection”.

Hogan is pleased to be working with the iconic designer. He said:

"Karl Lagerfeld has built a universe where every line is controlled and every detail has meaning. From this Cartesian spirit has arisen a hyper-modern and structured style at the top of its form. A look and an attitude transcribed through graphic codes that have become emblematic signatures.”