THE WOOLMARK COMPANY X KARL LAGERFELD
Knit Karl, a worldwide digital activation to spread wool in the fashion community.
Introducing Knit Karl,
the first DIY high fashion designer’s collection.
A 4 piece collection designed by Karl Lagerfeld and knitted by you. Bundled in a 777 limited edition box. Gifted through an exclusive and engaging plan with hidden codes.
In the project communications (website, social media, film…), Karl Lagerfeld and The Woolmark Company media, influencers posts and associated magazines. Each code gives access to a random draw. Each random draw gives access to a box.
A two-year project in collaboration with Woolmark Company and Karl Lagerfeld’s teams. From the competition to the distribution of the boxes, a crazy project that has become a tribute.
Creative Director : Till Aurousseau
Copywritter : Anatole Bonnafous
Art Director : Pauline Vanel
Website : Merci Michel !
Film : Aixsponza
