KARL LAGERFELD X APPLE
In 2006, following Tommy Hilfiger’s acquisition of the Karl Lagerfeld trademarks, a relaunch was planned around New York Fashion Week. It would be Karl’s first runway presentation in the States in decades — a moment that called for something more than just a show.
We were invited into the project by KCD and asked to reimagine how such a debut could be seen — and remembered.
The idea to bring Apple into the mix emerged early in our thinking. Apple’s Pro Apps team and then–CMO Allison Johnson were immediately receptive, but Steve Jobs wasn’t. He had little interest in aligning Apple with fashion — until he learned about Karl’s obsession with the iPod. Hundreds of them, cataloged like cassettes, each housed in custom leather cases. That changed everything.
The runway show was captured and stylized in real time. One hour after the final walk, just released, co-branded Apple Video iPods were hand-delivered on silver trays to guests at Karl’s private V.I.P. dinner, each one loaded with a complete, cinematic cut of the show.
The project quietly marked the beginning of Apple’s long arc into fashion — we repeated the program for GUCCI the following year setting a trajectory that would eventually lead to Colette, Hermès, and the Apple Watch nearly a decade later.
We were invited into the project by KCD and asked to reimagine how such a debut could be seen — and remembered.
The idea to bring Apple into the mix emerged early in our thinking. Apple’s Pro Apps team and then–CMO Allison Johnson were immediately receptive, but Steve Jobs wasn’t. He had little interest in aligning Apple with fashion — until he learned about Karl’s obsession with the iPod. Hundreds of them, cataloged like cassettes, each housed in custom leather cases. That changed everything.
The runway show was captured and stylized in real time. One hour after the final walk, just released, co-branded Apple Video iPods were hand-delivered on silver trays to guests at Karl’s private V.I.P. dinner, each one loaded with a complete, cinematic cut of the show.
The project quietly marked the beginning of Apple’s long arc into fashion — we repeated the program for GUCCI the following year setting a trajectory that would eventually lead to Colette, Hermès, and the Apple Watch nearly a decade later.