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Marc by Marc Jacobs, See by Chloe, Just Cavalli, McQ, Karl by Karl Lagerfeld, D&G… to be continued… Secondary, alternative, diffusion, budget lines. They are mostly targeting young customers, or those mid-class clientee who want some affordable luxury(?), as these lines are always offered at lower prices.

For us, young fashion addicts, with a limited budget, diffusion lines are a life saving boat. Luxury we mostly can afford. Buying McQ clothing as a substitution to a  gorgeous and pricy Alexander McQueen, Marc Jabobs bag from Marc by Marc Jacobs or a cool pair of shoes from See by Chloe…

Marc by Marc Jacobs launched in 2001 is a secondary line from Marc Jacobs, which offers shoes and accessories, additional to its main one. See by Chloe was also launched in 2001 as an alternative choice to the main one, so that a customer can mix up its glamorous style with an every day basics. D&G, one of the olderst diffusion lines was presented in 1994 as a modern and urban complement to a main collection. Four years later, in 1998 Roberto Cavalli started also a secondary collection for young generation offering outstanding prints and edgy cuts. The same principle was used by Karl Lagerfeld in January 2012, when he launched his (now already famous) Karl by Karl Lagerfeld, fashion for the young. First stated as a denim line in 2006, McQ has by now devepoled a who range of clothing and accessories, for a new generation.

Here are some price comparisons, taken from one luxury online store for the SS12 Collection.

See by ChloeBags from 432€   – 80€ (nylon  tote)Shoes 325€ – 145€ (canvas espadrilles) ChloeBags 2900€ – 335€(tiny shoulder bag)Shoes from 700€ to 295€ (ballerinas)
MCQBags from 395€ to 145€(clutch)Shoes from 395€ to 245€ (ballerinas) McQueenBags from 1595€ to 325€(cotton-canvas clutch)Shoes from 965€ to 315€
Just CavalliClothing from 152€ to 579€ Roberto CavalliClothing from 3105€ to 515€
Marc by Marc JacobsBags from 485€ to 65€ (grocery bag) Marc JacobsBags from 1750€ to 395€(clutch)
D&GClothing from 1112€ to 111€ Dolce&GabbanaClothing from 7500€ to 145€ (tshirt)
Karl by karl LagerfeldClothing from 1000€ to 69€ Karl LagerfeldClothing from 1590€ to 50€ (basic tshirt)

Marc by Marc Jacobs

A cult brand of retro cool on a must-have accessories line, which includes bags, shoes and offbeat timepieces. Perfect off-duty chic with the brand’s color-pop quilted clutches and whimsical printed scarves.


Hot on the heels of her sophisticated older sibling, See by Chloé was created in 2001 to give customers an alternative to the luxe main line. It has since become  the hip girl’s answer to idiosyncratic cool, infusing even the simplest everyday basics with insouciant glamour.  As for today, Hannah McGibbon is the creative director of the line.


JUST Cavalli

In launched in 1998 liffusion line Just Cavalli to cater for a new generation of fierce fashion lovers. Look out for daring cuts and animal prints with a distinctly flirtatious edge.


Launched in 2006 he as younger, more renegade lower priced, denim-base    ready-to-wear line for men and women. Pina Fersli is a creative director of the line, however Sarah Burton still holds her hands tight there as well.



Domenico Dolce and Stefano Gabbana’s diffusion line D&G launched in 1994 to worldwide acclaim. The label is meant to add a WOW effect to a normal wardrobe, with its modern take on urban style.

 Karl by Karl Lagerfeld

From cult fashion icon Karl Lagerfeld comes KARL, a collection of covetable downtown classics. Each piece from the new label is imbued with the designer’s sleek attitude and fashion-forward edge.
But, there is also a very little difference between actually a second line of the label, and label’s budget line… Those are 2 different things..
How do we know, which one is actually A LINE, and which one is just a marketing tool designed to get more profit from a middle class? Are you sure that a second line of that label is worth paying? Are you sure you are buying an affordable luxury?
Can a luxury be affordable?