Fashion house Karl Lagerfeld is coming to India in collaboration with Cover Story.
A limited edition collection is being sold in selected Future Group stores in cities such as Ahmedabad, Pune and Hyderabad. The idea is to introduce the best of international fashion to India, but tailored for the Indian customer, whether it is in shape, color or even fabrics that work for the weather.
The collaboration has been in the works for the past year. The idea is that even someone in Pune or Ahmedabad should be able to access global fashion without actually having to travel to London to buy a Karl Lagerfeld. This in fact is said to be the last collection that designer Karl Lagerfeld himself supervised before he passed away.
Cover Story is a fast fashion brand for women by Future Style Lab, which in turn is a subsidiary of the Future Group. Cover Story’s retail strategy positions it next to some of the best high-street and luxury brands in malls.
Karl Lagerfeld is not the only international luxury label to make moves into the Indian market. High-end jewelry retailer Tiffany set up shop in India two months ago in a joint venture with Reliance Brands.