Lagerfeld’s brand extension


[Credit: The Karl Lagerfeld Macau]

The recent Met Gala 2023 paid tribute to German fashion designer Karl Lagerfeld, who passed away in 2019 following complications with pancreatic cancer. During his career, he worked with fashion brands including Fendi, Coco Chanel, and even launched his own eponymous label. He had even collaborated with hotel brands such as Rosewood and Sofitel to launch properties in Paris and Singapore respectively.

Now, set to open in June this year is Lagerfeld’s first and only hotel to be designed entirely by the man himself.

Forming part of the The Grand Lisboa Palace Resort in Macau, the opulent 271-room hotel includes a restaurant, book lounge, and spa and wellness centre. Fans of Lagerfeld will soon have the opportunity to experience his legacy, though his name (and brand) is not without controversy.

Lagerfeld faced criticism for his fatphobic comments of female celebrities, and for dismissing the #MeToo movement. For some discerning travellers, these values may discourage any engagement with the Lagerfeld brand. But do consumers lead with their heart or their feet? I’d argue that the timing of the Met Gala and the launch of The Karl Lagerfeld Macau grants enough media attention to instil curiosity in the Lagerfeld name.

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