Luxury Power 50

49. Karl Lagerfeld

Age: 78

Chanel creative director Karl Lagerfeld was commissioned this year to design the 2009 label for Margaux super-second Château Rauzan-Ségla, which was bought by Chanel in 1994.

The German fashion designer created a bespoke label, featuring a coloured sketch of the château, to celebrate its 350th birthday. A savvy move, the Lagerfeld label will have immediate appeal in China, where Chanel is the second most lusted-after luxury brand behind Louis Vuitton.

Lagerfeld is no stranger to drinks design – he collaborated with Dom Pérignon to create a bespoke, gold-studded bottle for the 1998 vintage, as well as shooting the ad campaign for the Champagne.

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