Karl Lagerfeld introduced his latest line "Karl by Karl Lagerfeld" exclusively on Net-a-Porter on Jan. 25.
Lagerfeld is a German fashion designer especially known for his work at Chanel as head designer and creative director.
"It's my today's taste and style and a reflection of how I think a great number of people would like to be dressed now," Lagerfeld told WWD. "I just want not-too-expensive clothes that people may like and perhaps want to wear."
Karl's rock-inspired collection in a rather affordable range was launched at pop-up shops last Friday in five cities; Paris, London, New York, Berlin, Sydney. Instead of actual clothes, the customers were invited to use their iPhones and iPads to scan the clothes - either to win anything from the collection, or at least buy one.
A total of 72 pieces were released on the online retailer, and some of the low-price items have already sold out. The most expensive item in the collection is Jacey snakeskin-effect leather jacket, costing $1,350. They are available on Net-A-Porter website, which offers free shipping and returns in the U.S.
In a Net-A-Porter video, Lagerfeld interviews himself.