Karl Lagerfeld
Celebrating an icon of fashion through a series of retail installations dedicated to Karl Lagerfeld’s legendary white shirt.
EXPERIENTIAL / RETAIL ACTIVATION
THE MISSION
Bring one of Karl Lagerfeld’s most enduring signatures to life through a retail experience that celebrates the heritage of the Maison while introducing it to a contemporary audience.
Across three Breuninger locations in Germany, the ambition was to create a setting where archival storytelling, contemporary fashion and personalisation could come together.
THE MOMENT
Taking over Breuninger stores in Stuttgart, Düsseldorf and Munich, the experience began with a celebration of Karl Lagerfeld’s enduring legacy.
Original shirts from the 2019 A Tribute to Karl Lagerfeld project were placed at the heart of the space, transforming the installation into a living archive. Custom pieces created by some of Karl’s closest collaborators — including Cara Delevingne, Kate Moss and Eva Herzigova — offered visitors a more intimate look at the creative relationships and cultural influence surrounding one of fashion’s most recognisable figures.
Around this archival centrepiece, a curated selection of ready-to-wear and accessories brought the story into the present day. The K/AUTOGRAPH bag, inspired by one of Karl’s earliest signatures, created a natural connection between the heritage of the Maison and its contemporary collections.
The experience then shifted from observation to participation.
Shoppers were invited to make the iconic white shirt their own through live personalisation, embroidering initials, words or short phrases directly onto their chosen piece.
Part exhibition, part retail experience and part personalisation moment, the activation brought Karl Lagerfeld’s legacy into a contemporary setting, allowing visitors to first discover the story behind the white shirt, before adding their own chapter to it.