Lagerfeld Inks Deal With Vaprio Stile

Godfrey Deeny Tue Oct 30, 1:06 PM ET

Paris - The house of Karl Lagerfeld has inked a licensing deal with Italy's Vaprio Stile to produce the designer's signature women's collection starting with the fall 2008 season.

Tommy Hilfiger Corp., to boost the Lagerfeld brand, which has historically had more name recognition than significant fashion sales.

"In Italy, there is a high quality capacity for ready-to-wear licenses because in that area it is a real tradition," commented Lagerfeld, three weeks after staging his well-received spring-summer 2008 collection in a fashion tent outside the Louvre.

The designer will continue to directly manage the design and marketing of the collection, the first of which manufactured by Vaprio will debut on a Paris catwalk in February 2008 and bow at retail in Fall 2008. The collection, to be sold worldwide in select department stores and specialty stores, is clearly targeted at what Hilfiger honchos believe is a significant untapped demand for clothes by Lagerfeld, one of history's best-known designers.

Hilfiger execs insist the partnership will combine Lagerfeld's design vision with Vaprio Stile's 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," insisted Fred Gehring, CEO, of the Lagerfeld holding.

Gehring is known to be convinced that Lagerfeld can achieve important sales numbers in America and the Far East, as evidenced by the gigantic pent-up desire by consumers for designs by Karl during his highly successful collaboration with mass market retailer H&M in 2004.

"Given Vaprio Stile's proven track record in producing and distributing women's 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," Dutch-born but New York based Gehring added.

Equally enthusiastic was Vaprio Stile Chairman Roberto Zanetto: "Karl Lagerfeld's creative experience, style and prestige will be a great contribution to our common goal...strategic development and success of the Karl Lagerfeld women's ready-to-wear collection worldwide."

Vaprio Stile, controlled by Arner Private Equity Fund, manages the license of Emanuel Ungaro and produces the Givenchy collection.

These past weeks, the house of Lagerfeld has negotiated improved licenses for eyewear, handbags and fragrances, with fresh launches planned for next year.