..and now you can too!
Karl Lagerfeld has created a “Private Co-Branding” experience between Chanel and its sister brand Eres lingerie and swimwear. While there aren’t any actual collaboration pieces, the project involves an online photo series of model Emily Didonato dressed up like a paper doll in Chanel, and users can click with circles over her to reveal Eres swimwear and lingerie styles underneath.
While the project offers a cute online experience, the images will also be distributed to clients in Europe and the U.S. this month. No word on if Chanel stores will feature Eres product or vice-versa (I doubt it) but I like the cross-promotion of both brands, despite the too industry-centric title of “Private Co-Branding”. It’s more like a referral to one another and Karl’s online experience is sure to generate enough buzz alone to make the project worthwhile.