How Karl Lagerfeld built a human-centred, iconic personal brand

White ponytail, black sunglasses and fingerless gloves. You immediately think of Karl Lagerfeld. That's the power of a strong personal brand.

Mirjam Schuele, SVP of Marketing at Karl Lagerfeld and our host Katie Street explore how one of fashion’s most iconic personal brands became a global house built on accessibility, authenticity and cultural relevance.

From reinventing Chanel and Fendi to launching his own label, Karl built more than collections - he built a recognisable identity and a world people wanted to be part of.

Here’s what we cover:

• Karl Lagerfeld: The man who became the brand
• Why he chose to build his own label after Chanel & Fendi
• “Masstige”: Making luxury more accessible without losing prestige
• The H&M collaboration that changed fashion forever
• Authenticity, provocation and why people gravitated to Karl
• Building a personal brand before building a business
• What happened after Karl passed away
• Protecting a legacy while evolving for a new generation
• Why community and emotional connection now matter more than polish

This conversation explores how luxury can be inclusive without losing its edge and what today’s brands can learn from a man (and legend) who understood identity, accessibility and cultural timing long before they became marketing buzzwords.

If you’re interested in brand building, personal branding at scale, luxury marketing, or community-driven growth then this conversation is for you.

Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth.

Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981

Connect with us: Mirjam Schuele LinkedIn: https://www.linkedin.com/in/mirjam-schuele-6b405054/

Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/

Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/