Karl Lagerfeld designs fragrance for H&M

Related tags Karl lagerfeld Chanel Haute couture

Karl Lagerfeld, known for his work with upmarket Chanel, has
designed a new unisex fragrance for poplular Swedish retailer
H&M - a move that has provided some surprise.

'Liquid Karl', a fragrance for him and her, will accompany the 'Karl Lagerfeld for H&M​ autumn collection. H&M says that both the fragrance and the fashion collection created exclusively by the fashion designer are for this season only.

Karl Lagerfeld is known to be an admirer of the discount-priced H&M concept, calling its product lines "the inexpensive desireable"​. Although better known for his work in haute couture, his foray in lower-end fragrances is backed up by a number of clothing accessories, including ties, underwear and a wool jacket.

"I like the idea of a fragrance being made like this, like a seasonal scent that will only be available for a short time, and then on to the next trend",​ says Lagerfeld.

According to H&M, Liquid Karl is a scent inspired by hints of cocoa, mulled spices and crispy bread. The resulting fragrance is described as rich, creamy sensuality. Ingredients include fresh thyme, cardamom and black pepper intertwined with hints of exotic frangipani flowers, further blended with a palette of crystallised moss, cedarwood and amyris wood.

The cologne will be available as part of the Winter Collection at 1,000 H&M stores in 20 countries from November 12 and is expected to retail at €40.

Although the fragrance will only be on sale for a limited time, H&M is hoping that the link-up with Lagerfeld will lend its products some extra credence for the coming season. The sale of the fragrance also coincides with the run-up to the Christmas period, when sales of such items traditionally sky rocket.

Related topics Market Trends Fragrance

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