Karl Lagerfeld To Launch New Collection Online

Chanel's creative director, Karl Lagerfeld, is turning his attention to the masses, announcing today that he'll be launching a more affordable streetwear line on net-a-porter.com.

The designer, who has long supported the digital platform and is notorious for his controversial tweets, said he realises the world of luxury "cannot stay with people who have lots of money" and that "the appeal of luxurious fashion needs to go broader".

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"We are working on a lot of amazing ideas which are all about making luxury affordable and accessible. I'm very excited about bringing this vision to life with this brand," Lagerfeld said.

With this in mind, Lagerfeld's "rock chic" collection, aptly titled Karl, will start selling online from January 25, featuring about 100 items priced between 60 and 300 euros (US$85-400).

In addition, "Karl Lagerfeld Paris", a label featuring items priced between 300 and 1500 euros (US$400-$2000), will launch in the autumn of 2012.

"It's today's taste and style and a reflection of how I think a great number of people would like to be dressed now," stated Lagerfeld.

Meanwhile, the brand's new president, German Pier Paolo Righi, said he thought the Karl brand "would be as iconic as Lagerfeld's high white collars, ponytail and sunglasses."

"And ironic also, he's always having fun," added Righi. "He's cultured, very literate and cross-cultural."