How do you define an icon? Karl Lagerfeld’s latest Fall-Winter 2024 campaign seeks to answer that question through stunning visuals and thought-provoking contrasts. Under the watchful eye of renowned photographer Chris Colls, the fashion house unveils a campaign that goes beyond style, paying tribute to the iconic legacy of Karl Lagerfeld himself while embracing the future of fashion.
Titled “How Do You Define an Icon?”, the campaign embodies the timeless essence of Lagerfeld’s work, which always thrived on tension and balance. The imagery explores the juxtaposition of black and white, minimalism versus maximalism, and subtle elegance paired with bold statements. This concept is more than just an aesthetic — it reflects the late designer’s personality, which remains as enigmatic as ever. Though Lagerfeld passed away in 2019, his influence is immortal, echoing in each of the new designs and the ethos of the brand today.
The Fall-Winter 2024 collection takes these contrasts and spins them into the pieces themselves. Elevated statement wear, sleek monochrome looks, and striking metallics form the heart of the collection. Under Creative Director Hun Kim, the collection artfully reimagines Karl’s most beloved silhouettes, updating them for today’s audience without losing the essence of the brand’s DNA. It’s a tribute to the past, wrapped in the crisp energy of the present.
But this campaign is not just about clothes — it’s about what it means to be iconic in the modern world. The campaign features emerging talents who each bring their own interpretations of “iconic.” Social media star Calum Harper describes it as “expressive.” Actress and activist Raya Martigny says it means being “resilient,” while fashion muse Kat Q defines it simply as “legendary.” The cast, which also includes ballet-dancer-turned-model Alyda Grace, embodies the bold spirit of individuality and redefines what it means to be an icon for the next generation.
In keeping with its founder’s visionary ethos, the Karl Lagerfeld brand continues to innovate while holding fast to its roots. From rock-chic Parisian classics to bold, modern lines, the Fall-Winter 2024 collection is a study in contrasts. It merges the legendary designer’s aesthetic with Hun Kim’s forward-looking design approach, producing a collection that is as wearable as it is aspirational.
This campaign also underlines the brand’s commitment to sustainability and social responsibility. Since joining the Fashion Pact in 2019, Karl Lagerfeld has prioritised objectives like climate protection, biodiversity, and ocean conservation. It’s a reminder that being iconic isn’t just about outward appearance; it’s about making a lasting impact on the world—another way the brand stays true to Lagerfeld’s legacy.
Find out more about the collection at KarlLagerfeld.com
photography. Chris Colls
words. Gennaro Costanzo
