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Karl Lagerfeld doesn’t do anything that routine, as we all know. Now Lagerfeld has teamed up with well-known art critic and Purple fashion magazine’s Olivier Zahm to launch Chanel’s very own magazine titled 31 Rue Cambon (named after the first Chanel boutique).

Zahm has art-directed and produced the magazine; some shots of the glossy can be seen on PurpleDiary. It should be noted that high-street labels such as H&M and Forever 21 have already trumped the luxury labels with their own in-house magazines.

The first issue of 31 Rue Cambon will be available worldwide at Chanel stores.