Despite Karl Lagerfeld’s iconic status and globally recognised name, when Mirjam Schuele joined in 2011, commercially the business operated very much like a startup. Turning that foundation into a €1.7 billion global fashion and lifestyle powerhouse spanning 27 license categories, from fragrance to hospitality, required bold transformation, disciplined scaling, and a clear strategic vision. Join Mirjam as she shares how she led organisational reinvention, accelerated digital and AI adoption, launched new growth engines such as the online marketplace, and balanced technology with creativity through a leadership style grounded in positivity and empowerment. Key takeaways: - How to scale a heritage brand from startup phase to global powerhouse without losing its creative DNA - Practical lessons in managing complex licensing ecosystems while driving unified brand growth - How to embed digital and AI transformation into your organization in a way that enhances, not replaces, creativity - The leadership mindset required to drive sustained growth, inspire teams, and build resilience during rapid transformation