Karl Lagerfeld x The Dematerialised

Karl Lagerfeld x The Dematerialised

In collaboration with Web3 digital fashion marketplace The Dematerialised, luxury fashion house Karl Lagerfeld will be releasing a non-fungible token (NFT) in the form of digital figurines inspired by the late designer.

The newly launched NFT coincides with what would have been Lagerfeld’s birthday and marks the houses first exploration of blockchain technology. The two figurines pay homage to the designer, with the cartoon avatar holding a distinct likeness to Karl’s iconic look.

“This is a remarkable first step into the future as we pave our way into the virtual world of NFTs and digital fashion,” said Karl Lagerfeld’s CEO and president, Pier Paolo Righi, in a statement. “We’re excited to add this innovative category to our portfolio and be able to inspire existing customers and new customers with this one-of-a-kind collectable.”

Buyers of the augmented reality version of Karl are encouraged to share their digital interactions with the figurine through Snapchat, in a #PoseWithKarl campaign. Users can find themselves in an immersive environment while using the hashtag, with the brand prompting them to share their experiences through social media.