Karl Lagerfeld Develops Lower-Priced Line for Macy’s

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Just in time for the notorious Macy’s Thanksgiving Day parade, designer Karl Lagerfeld will soon unveil a fashion venture with Macy’s. Rumor has it that Macy’s has inked a deal with the Karl Lagerfeld brand, for an affordably priced ready-to-wear line that will range from jeans to gowns. The new line, slated to launch with a collection for Fall 2011, is also expected to include a major online component, with e-commerce as a key distribution channel.

“I wanted this for a long time,” Lagerfeld told WWD in September. “I prefer to work in another way. I can’t compete with Chanel. I don’t want to be the poor child of myself. This has been my vision for years.”

This Macy’s deal would mark a return to fast fashion for Lagerfeld, who was among the pioneers of the high-low retail matchup dubbed “masstige.” In 2004, the designer teamed with H&M on a collection for women and men that ranged from the designer’s favorite starched white shirts and narrowly cut knits to dresses of layered organza and a unisex fragrance called “Liquid Karl.” The one-off collection sold out in H&M stores worldwide.

“My concept of ready-to-wear today, at whatever level, is that it has to be as good as the most expensive brand,” said Lagerfeld in 2004 of the H&M deal. “Design is very important, and design is not a question of price anymore.” Meanwhile, the designer clearly remains a fan of fast fashion. “We live in the age of jeans,” Lagerfeld told WWD last month. “It’s funny for a person who has money to buy something inexpensive and it’s great for a person with not so much money to be able to get something by a designer….It’s the new snobbism.”