The designer opens his debut UK store in the capital.

While his output at Chanel and Fendi is all pastel tweeds, Instagram moments and fur faces, Karl Lagerfeld’s own name label is a much more serious affair, with a monochrome colour palette chief.

Or at least that’s what the designer’s debut London store – the new European flagship, following openings in Paris, Amsterdam, Berlin, Munich and Antwerp – would have you believe.

Launched yesterday afternoon to press (with evening festivities reserved for the likes of Angel Haze, John Newman and Haim), the two-tier shop sits beside ‘Oxford’s Cashmere’, opposite Timberland, down the road from Burberry. It’s a welcome addition for London’s busy Regent Street.

Alongside the men’s and women’s Ready To Wear collections is a London centric capsule range, showcasing simple pieces (tees, jeans and jackets) all tied to the capital by Union Jack motifs and military inspired shapes; it’s a subtle hint at the all or nothing approach that often comes through in Chanel’s Métiers d'Art shows.

Elsewhere you’ll find TokiDoki dolls, coffee table books and fraggle fur covered chairs; the latter, sadly, for in-store entertainment only. The real win mind, will no doubt be the technology poured into the shop's walls.

iPads accompany rails – offering shoppers the chance to indulge in videos and new collections, plus the invitation to leave Lagerfeld a personal note – while changing rooms are equipped with photobooths fit for the finest of social media brags.

The future, apparently, is far from orange.


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