I hate to admit it but I’ve fallen into the Kardashian’s trap. It started off innocently, watching their show whilst eating breakfast in the morning if I had nowhere to rush off to and now I’ve found myself invested in their external businesses, purely because of what I’ve seen on the show.
I’ve been vocal in the past about my distaste for the Kardashian/Jenners in the fashion industry and I still stand by that partially. I don’t think Kendall should be booking all of the modelling jobs she is but you also can’t knock her for getting a paycheck and taking advantage of the awesome opportunities that come her way. You can’t knock Kim for sitting front row at fashion shows or wearing vintage Galliano or Vivienne Westwood (as she has been favoring recently). If she gets invited to the shows and has the resources to wear these clothes, of course she would. And finally, I can’t knock Kanye for his Adidas line because that truly is his passion and you can see that clearly.
The things that I refused to give the Kardashians a pass for in the past were their clothing lines. I’m not a huge fan of the celebrity designer trend and the fact that just because they have a well known name they can easily find financial backers and launch a line like its nothing. However, since watching the show and learning a little bit more about the brands coming out of the KarJen klan currently, I’ve become slightly more intrigued.
First off, there is Kendall + Kylie, a contemporary line sold in stores like Bloomingdale’s, Lord & Taylor and Nordstrom. They sell clothing, shoes, and accessories. It was a full-on brand from its very first season. On an episode that I just watched (a late repeat), Kendall and Kylie are at their showroom in New York with Nicole Phelps from Vogue Runway. Phelps is there to review the collection. When the pair are taking her around the showroom, they pick up some of their favorite pieces and describe them as cool and simple and can’t say much more than that. They can’t describe their customer besides the fact that she used to be a California girl but is now more than that. Phelps doesn’t seem too impressed. I know that the show is scripted to some extent but I do feel like Kendall and Kylie’s lack of descriptive adjectives to really explain to Phelps what their collection meant and stood for was genuine. They aren’t really involved in the creation of the line besides giving final approval and being the face of the brand and that is evident. Their role aside, the merchandise is actually cute and if you were to see it on the floor in a Nordstrom store you would probably buy it. The only downside to the brand is the price-point. They wanted to differentiate the line from others they have done in the past, like the PacSun collection or the Topshop collaboration. This was meant to be more high-end and the prices reflect that, although I don’t think there is that much of an evolution in the styles shown. In the end, Nicole Phelps wrote a very fair review for Vogue.
The next KarJen brand that I was interested in is the Kids Supply, Kim and Kanye’s childrenswear capsule collection. Because of the size, I instantly find childrenswear adorable. It helps that North West is the best dressed child in the world (besides the extremely age-inappropriate lace and mesh shirts that they used to dress her in) so I feel like the couple know how to dress kids. The collection featured an embroidered bomber with “Calabasas” motifs (which was reversible too), mini slip dresses, caps with “kids” embroidered across the front, and t-shirts. There was a small product selection but it sold out within the weekend. Some items are on pre-order. I liked this line and I’m honestly not mad at the couple for trying to enter the childrenswear market. The pricing was high but you also cannot criticize someone for that. It’s like when people laugh at Gwyneth Paltrow and her exorbitantly priced gift guides on Goop. It’s not for everybody and that’s ok. It doesn’t mean that it is an invalid market to target just because you don’t fit into their income demographic.
Finally, the brand which I was actually the most impressed with and would love to see in person is Khloe’s denim line. Launched in October last year and entitled Good American, the line features jeans, skirts, and jackets in sizes 00 – 24. It is meant to cater to every body shape and fit and flatter all. I think that’s a bold statement to make yet everybody who I’ve seen wearing the jeans looks amazing. Khloe and her partner have done a good job on the fits, with the Good Cuts with the released hem being my personal favorite style. The premium denim market is pretty full, with brands like Paige, Frame, and J Brand being longstanding stars. However, Khloe’s line managed to disrupt the norm and proved to be Nordstrom’s second biggest launch ever. The line itself was the biggest denim launch of all time. It made $1 million on its first day. Pretty impressive for a reality tv star, huh. I think that figure alone just shows the bankability of the KarJen family. It makes sense that they want to capitalize on the fashion industry while they can. Their looks are some of the most influential.
I have softened on the KarJen family. I used to think of them as representing the decline in culture (and I guess that argument still could be made) and everything that was wrong with modern society, but now I can appreciate their hustle. This family is damn good at business and knows how to build brands. It will be interesting to see how long each of their brands continue for. In the past, there has been Kardashian Kollection (a collaboration between Kourtney, Kim and Khloe) which was sold at Sears. This line was unsuccessful. They have the DASH boutiques which are more of a tourist destination than a fashion spot. Then Kendall and Kylie have their previous collections and brands. As with everything, the brands will live as long as they continue to be popular. Judging by social media and sales figures, they’ll be here to stay for a while.