From 1963-83 and 1992-97 Lagerfeld designed Chloe. In 1965 he also began to design for Fendi, a role that he retains to this day; in 1983 he was appointed artistic director of Chanel. 1984 saw the first incarnation of his own label, Karl Lagerfeld, which was later superseded by Lagerfeld Gallery, an art/retail venture. It is the latter that expresses the remarkable range of this genuine polymath. In addition to ready-to-wear collections, Lagerfeld Gallery is a platform for his myriad passions, including photography (he often shoots his own ad campaigns, along with editorial for numerous magazines), books (he has his own imprint, 7L, and a personal library of 230,000 volumes), perfume, art and magazines.
In December 2004 it was announced that Tommy Hilfiger had purchased Lagerfeld Gallery. This followed a phenomenally successful link-up with mass market retailer H&M; in autumn 2004, when shoppers clamoured for a garment designed by an acknowledged maestro of fashion.