The global pandemic changes Karl Lagerfeld’s plans for the season. Instead of shooting its typical advertisement, the brand opts to use its pre-lockdown lookbook images reimagined. The idea behind the art direction is exposing the viewer to open files on a computer. Marc de Groot photographs Karl Lagerfeld’s latest menswear designs, while Jos van Heel is responsible for the styling.
The fall-winter 2020 men’s campaign features model Liam Kelly and brand ambassador Sébastien Jondeau. Sharing a unique connection to Karl Lagerfeld, Jondeau was the late designer’s personal assistant for more than twenty years.
Jondeau joins Kelly in images that emphasize Karl Lagerfeld’s contemporary flair that blends a Parisian aesthetic with a rock ‘n’ roll attitude. A variety of pieces encompass a relaxed and tailored style with suits, denim jeans, hoodies, shirting, and essential accessories like a white leather bag belt.