Karl Lagerfeld has announced plans to enter into the hospitality sector with his own chain of clubs and hotels.
Under the name ‘Karl Lagerfeld Hotels & Resorts’, the creative director of Chanel is launching his brand thanks to a long-term licensing deal with Brandmark Collective BV, WWD reports.
The designer joins a number of fashion houses which have branched out into the hospitality sector in the past. Moschino and Missoni have famously established hotels whilst Oscar de la Renta and Ralph Lauren have also designed properties for guests.
It’s not Karl’s first time in the business however, as the designer has undergone various interior design projects in the past. He recently worked on a 270-room hotel in Macau for example and previously redesigned a swimming pool at the Hotel Metropole Monte-Carlo.
According to South China Morning Post, Karl is set to open his first hotel in Macau.
Constance Dunn, author of Practical Glamour, told the paper: “This sensory lifestyle experience has the power to cleave a consumer to a brand more potently than a glitzy handbag or bespoke blazer ever could. Remember that branding is not about the object itself, but our feelings attached to it.”
So you can soon expect to check into a hotel approved of by the self-proclaimed legend of fashion himself.
Just expect a hefty price tag and try not to turn up in jogging bottoms hot off the plane…
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