Everything started in 2004 with Karl Lagerfeld. Before his idea, luxury and mass market were two distinguished world, totally opposed and in contradiction. But then, thanks to his genius and his envy to create a line with limited edition collaborating with the Swedish brand, the revolution has begun. It was the first time ever that the two worlds would amalgamate to give birth to a concentrate of creation and a success story. Karl’s at first, the day before his collection was launched doubted and was wondering if it would effectively work. But today, after more than thirty collaborations with luxury brands, stars, associations, there is no doubt anymore to have. The Swedish brand has just proven that a brand is not stuck to his own etiquette: inspiration is everywhere and possibilities are infinite.