Fashion house Karl Lagerfeld is collaborating with premium Indian brand Cover Story to enter the Indian market.
A limited-edition collection is being sold in selected Future Group stores in cities such as Ahmedabad, Pune and Hyderabad.
“The collection is very global,” said Future Style Lab CEO Manjula Tiwari, according to a CNBC report. “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 our weather.
“While scaling the operations for Future Style Lab, I realized there were lots of opportunities for international quality fashion. That is how we had conceived Cover Story to occupy the premium end of the Indian market. Our retail strategy also positions us next to some of the best high-street and luxury brands in malls. Maison Karl Lagerfeld approached us in London. The collaboration has been in the works for the past year.
“There has been no attempt to play around with the House of Karl Lagerfeld’s DNA, which ensures that the clothes look like they have been bought in any world city in Europe or in London,” added Tiwari. “Even someone in Pune or Ahmedabad should be able to access global fashion without actually having to travel to say, London, to buy a Karl Lagerfeld. This was the last collection that the designer Karl Lagerfeld himself supervised before he passed away.”
The brand is not the only international luxury label to make moves into the Indian market, with high-end jewelry retailer Tiffany setting up shop in the territory just two months ago in a joint venture with Reliance Brands.