Net-a-Porter returned to its virtual window shop concept to launch the new Karl by Karl Lagerfeld collection in several cities around the world today.
First previewed at Fashion’s Night Out in September 2011, the augmented-reality storefronts allowed customers to shop the collection by scanning products with their iPads or iPhones. In doing so, they were also in with the chance of winning various prizes from the luxury retailer.
The pop-up windows were on show in London, New York, Berlin and Sydney, as well as in Paris where Lagerfeld himself was in attendance. He told reporters: “We are making fashion and technology history.”
The 70-piece collection launched exclusively online at 10.30am EST worldwide; following which numerous pieces quickly sold out.
The site also hosts a huge variety of Karl-themed content, not to mention what can only be referred to as a Google Doodle-inspired logo, featuring Lagerfeld’s silhouette in place of the “a” in Net-a-Porter…