The follies of Karl Lagerfeld (aka Mr Chanel) have enraptured us for years. His strange collaborations (who could forget his weird wine glass collab with Orrefors?), his violent disdain for women wearing sweatpants, and the endless Karl insta-updates featuring his cat, Choupette.
But here’s something we didn’t expect – Karl has just opened a new store in Paris that has an inbuilt online shopping facility. Yep, its a bricks and mortar store containing digitalised dressing rooms called ‘Karl Booths’. Shoppers will be able to try on their favourite Karl threads, photograph themselves inside these elusive Karl Booths and then share these images through their social networks. Visitors can also sign an online guestbook which is projected for the whole shop to see. And finally, shoppers can purchase their outfits online via the Karl Booths, rather than paying at a register.
Now, while we give a big high five to team Karl for trying to keep their fashion mojo relevant for the digi-age, we also have to ask the question: ‘what the hell?’. We don’t get it. Seriously, someone explain this to us.
Firstly, does this kind of shopping setup not remind you of a glorified internet cafe? Secondly, won’t our e-friends start hating us for posting gratuitous ’do I look fat in this?’ photos online? And if we have to take photos of ourselves in our dressing rooms, does this mean we have to start making an effort not to look like a slob when we go shopping?
Perhaps this is just one part of Karl’s scheme to stop women wearing sweatpants once and for all. If so, touchè, Largie.