Karl Lagerfeld’s image over the years has become deeply embedded in the pop culture landscape, lending his trademark white ponytail and jet black sunglasses to everything from The Simpsons to Tokidoki figurines.
In a time when fashion’s future seems uncertain, Lagerfeld’s been one of the strongest examples of a designer capitalizing on his celebrity status to keep his brands at the forefront. Therefore, his decision to appear in Kim Kardashian’s mobile game, “Kim Kardashian: Hollywood,” comes as no surprise, since submitting to the Kardashian empire has proven time after time to be an unstoppable means for success in the digital era.
Starting tomorrow, Lagerfeld’s avatar will come to life in Kardashian’s virtual world, joining a strong lineup of fashion editors who’ve also gone this route, including André Leon Talley and Anna Dello Russo. The Glu Mobile game, which currently boasts more than 30 million downloads, will feature a Karl Lagerfeld boutique fully stocked with a selection of the designer’s latest collection where players’ “aspiring celebrities” can shop and style ready-t0-wear bags and shoes.
The fashion industry is speculating a major social media boost for the Chanel Creative Director as a result of this A-list collaboration. Falling just behind @Instagram and @TaylorSwift, Kardashian’s Instagram account boasts an impressive 50.2 million followers to Lagerfeld’s much slimmer 1.7 million—a discrepancy that’s likely to reduce over the next few days.
“Kim’s contribution to beauty and fashion—and what made her such an icon—is the fact that you don’t have to be super slim and very tall to be beautiful,” Lagerfeld said to Vogue. “Others tried, but she succeeded in giving other girls like herself confidence. And I admire her for that.”