Karl Lagerfeld has signed a licensing deal with Italys Vaprio Stile to produce the designers womenswear collection in the latest bid to boost his signature brand.
The deal was announced on Monday by the houses owner, the Tommy Hilfiger Corp in the hope that new image will increase sales for the popular name.
In Italy, there is a high quality capacity for ready-to-wear licenses because in that area it is a real tradition, said Lagerfeld to fwd at Paris Fashion Week
Lagerfeld will remain in control of the design and marketing of the Vapiro collection which will be shown for the first time in Paris Fashion Week in February 2008.
The collection will be sold worldwide in selected department stores and high end boutiques as well as new Lagerfeld speciality stores..
Hilfiger say they hope to make the most of Vaprio Stiles expertise in manufacturing, sales and distribution.
This partnership with Vaprio Stile demonstrates our continued effort to build and expand the Karl Lagerfeld brand to become a true global business, said Fred Gehring, CEO, of the Lagerfeld holding to fwd.
Given Vaprio Stiles proven track record in producing and distributing womens wear of exceptional quality, we are confident that we have found the best partner to enable the Karl Lagerfeld collection to maximize its potential and to reach a broader consumer base worldwide,Gehring added.
Over recent weeks Lagerfeld have signed improved license deals for eyewear, handbag and fragrance lines and are planning to launch further new ranges next year.
Caz Moss Female First
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