Feminine and chic with a singularly “rock n’ roll” edge, the launch campaign by McCann Paris, unites the brand’s DNA with the DNA of the visionary designer.
Known for his derisive and sometimes scathing one-liners, Lagerfeld was one of the most well-known but most enigmatic figures in the history of fashion. Talented, mysterious, multilingual, his influence seduced the world, transcending borders and cultures. Moving effortlessly from haute couture to ready-to-wear, he touched every generation, becoming a genuine icon of popular culture.
L’Oréal Paris acknowledges this icon with the launch of this make-up collection and its signature, “We All Have A Touch of Karl”.
With a nod to the designer’s famous aesthetic, actresses like Oscar-winner Helen Mirren and Louise Bourgoin, supermodels Liya Kebede, Soo Joo Park and Doutzen Kroes play a game of fancy dress. From the dark glasses to the white hair pulled back into a ponytail, the collar to the frock coat, the L’Oréal Paris muses pronounce famous “Karlisms” against a minimal, geometric, black-and-white set.
Beyond the colour codes and the fashion references, the campaign recreates and celebrate the aura of one of the most inspiring personalities of our time – capturing the emotion Karl Lagerfeld elicited with each of his public appearances, his fashion collections, and his biting punchlines.
“It was more than just an homage, this collaboration was initiated by Karl himself and is a reflection of his life’s work: elegant, mysterious and outstandingly feminine. The collaboration highlights women empowerment, which is at the heart of both brands’ DNA. By partnering with the genius of the Parisian fashion world, we are reaffirming out historic positioning: democratise excellence,” said Tim Coolican, The President of L’Oreal Paris.
The multifaceted Karl Lagerfeld x L’Oreal Paris campaign began with a teaser released in mid-July, followed by a launch of the full campaign in France last month and a global launch in more than 33 countries, kicking off on September 27th. Supported with a 360 degree media plan, across all communication channels: TV, web, social media, print and design in store.
Source: McCann Paris