Prolific Creator, passionate photographer and Designer de-luxe, Karl Lagerfeld wanted to try something new: Editor-in-Chief. So the fashion designer launched his first newspaper, The Karl Daily. Over one weekend it was distributed in seven European cities (Amsterdam, Paris, Munich, Antwerp, London, Zurich and Berlin). The publication included a comic strip, pictures of ‘street style’, as well as presentations of novelties in fashion, leather craft and accessories of the Karl Lagerfeld brand.

In a limited number of newspapers, a coupon was included allowing the person receiving it to collect a mystery gift in the Karl Lagerfeld shop.

Purity was responsible for supplying a team of models and promotional staff to distribute the newspaper to consumers in high end hotels, Regent Street, Bond Street, Soho and at Harrods in Knightsbridge. We also managed all the logistics behind the activation with multiple vans criss-crossing London with stock, liaising with 5 star hotels to arrange drop-off and distribution points, and arranging distribution permissions with Westminster Council.

Over 15,000 newspapers were distributed throughout the weekend.


  • Karl Lagerfeld


  • Daily Karl


  • Central London
get in touch with purity
  • This field is for validation purposes and should be left unchanged.