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.

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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/