Karl Lagerfeld will personally launch his new premium line in London later this month.

The legendary designer will visit department store Selfridges for a private cocktail reception on July 24 for the inauguration of a dedicated space for his signature brand and the unveiling of Karl Lagerfeld Paris Man.

The store's iconic windows will be devoted to the designer, pointing out areas of the store such as a pop-up women's wear space on the third floor and an Olympic-themed capsule collection of apparel and accessories under the banner Team Karl.

The Team Karl collection includes limited-edition T-shirts produced in collaboration with design agency I Love Dust, including one of the designer, in his trademark suit and sunglasses, preparing to throw a discus.

Additionally, Selfridges will launch the new men and women's collection for the designer's Karl label.

Last week, the designer unveiled his autumn/winter 2012 Chanel collection to rave reviews in Paris' Grand Palais.

British Vogue fashion director Lucinda Chambers deemed the collection in keeping with the iconic label's founder COCO CHANEL's classic and chic aesthetic.

She said: ''It was a real homage to what Coco did - especially the trouser suits. The Chanel customer will be very happy.''

His collection was in turn elegant, modern and playful, without losing the feminine touch Chanel is celebrated for. Karl played with contrasts by teeming tweed suits with slouchy beanie hats and elegant evening wear with tough, oversized jackets.