The White Shirt Takes Germany

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To celebrate Karl Lagerfeld's most iconic design, we brought the white shirt to life across Germany: transforming three Breuninger locations into immersive retail installations that blur the boundary between shop, archive, and experience.

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WHERE HERITAGE MEETS THE SHOP FLOOR

Across Stuttgart, Düsseldorf and Munich, the Maison brought the white shirt pop-up to Breuninger, fusing heritage references with a curated edit of ready-to-wear and accessories. At the heart of each space: the K/AUTOGRAPH bag, its silhouette drawn from one of Karl Lagerfeld's earliest signatures. Shop and installation, inseparable.

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A PIECE MADE ENTIRELY YOUR OWN

Shoppers were invited to personalize their white shirts on the spot: embroidered initials, a word, or a short phrase of their choosing. And for those who looked closer: original shirts from the 2019 Tribute to Karl project, custom-designed by Karl's closest collaborators: among them Cara Delevingne, Kate Moss, and Eva Herzigova. A living archive, open to all.