Karl Lagerfeld launches beachwear collection produced by Area B

By

Elena Passeri

Translated by
Nicola Mira

Published
Feb 25, 2018

The brand of multi-talented German designer and fashion icon Karl Lagerfeld is very busy on the licensing front. It has extended to 2023 the eyewear contract with Marchon, and inked a deal with Italian manufacturer Giada for the production and distribution of the new Karl Lagerfeld Denim line. And now, FashionNetwork.com is able to report exclusive advance news of the brand's latest launch, the Karl Lagerfeld beachwear collection, which will debut next summer.

In 2017, the German designer first signalled his interest in beachwear by creating an eight-item capsule collection with French label Vilebrequin, featuring swimsuits and accessories for men and women. While that was just a limited-edition effort, this time we are talking about a fully fledged line, consisting of 80 women's swimsuits and 60 men's ones, plus beach towels, a set of women's beachwear items and a few men's polos and t-shirts. Karl Lagerfeld's unique aesthetic will add a contemporary, directional touch to the otherwise classic style of this new collection.

The line will be produced under licence, and also distributed in the EMEA region, by Italian manufacturer Area B, also the licensee for the beachwear collections by Gas and AVX - Avirex Dpt., and the owner of the Nolita and Masquenada brands. For the delight of Karl Lagerfeld aficionados, a taster of the collection will be available for the summer 2018, though the full line will be distributed with the Spring/Summer 2019 season, via the label's monobrand stores, and at selected high-end retailers, department stores and fashion e-tailers.

The new beachwear collection adds to Karl Lagerfeld's extensive portfolio, which also includes men's and women's ready-to-wear, childrenswear, handbags and leather goods, watches, jewellery, eyewear, footwear, fragrances and scented candles. The label is distributed primarily via over 95 monobrand stores worldwide, in prime locations across Europe, the Middle East and Asia.

Area B is a specialist in the production and distribution of men's and women's underwear and beachwear, active since 1999. In 2017, it generated a revenue of €9 million, up 20% over 2016. Exports accounted for 80% of its business. The revenue for 2018 is forecast to rise by 5%.