Orchestra Man Kaiser Karl Has Started to Unveil His Two New Upcoming & Promising Fragrances
Fashion designer, photographer and perfume creative Karl Lagerfeld is set to release a new-era duo of fragrances for her and him this spring 2014 which mark a renewed sense of optimism in his brand management thanks to a 2012 long-view 20-year license agreement signed with Interparfums...
The initial visuals for the perfumes reveal the digital dimension of the ad campaign as the adverts incorporate a domain name directing you to his more youthful label Karl as well as a hashtag #Karlparfums to propose rallying around the event on social media. A key characteristic of his fashion label "Karl" is to be dedicated to Internet culture, or as they write this is "the new line aimed at a cosmopolitan and digitally-savvy clientele, launched exclusively online."
The models wear sports leather gloves fashioned after the ones which Karl Lagerfeld wear always and non-stop. They are studded to evoke the promised rock 'n roll spirit of the two new perfumes, combined with a quest for luxury.
A teaser commercial has been released as well. All the photographic work is signed by the brand founder, who also does the film voice-over, "For her, for him, from Karl Lagerfeld,"
Via Press release