When 2 weeks ago (on August 13th to be more precise) it was announced that the Kardashians will be crossing the Atlantic over to the UK -the whole press went mad. Cover stories, news reports, fashion introspections, opinion pieces, the whole ‘W’s’ were asked and answered by the who’s who of fashion and journalism alike. It was a craze I tell you. Though in doubt weather to cover this news or not I surrender due to the importance it holds for the fashion retail industry and (why not call it like it is) – for the Kardashian guilty pleasure within us…
The K sisters are taking their fashion attire – The Kardashian Kollection that is being sold in Sears (USA) – all the way to the Brits… The dolls, wooed by Sir Phillip Green‘s invite and his Arcadia Empire (Topshop amongst others retailers) have succumbed and will be invading 250 Dorothy Perkins stores starting with mid November 2012, 8 BHS pop-up stores and presence in 13 other countries (Malaysia, Indonesia, Turkey, Thailand etc). Kim Kardashian herself is beyond enthusiasm at this huge
financial fashion move the Kardashian clan is taking this fall, stating on her website ‘‘My sisters and I are so thrilled to announce that we are launching our Kardashian Kollection at Dorothy Perkins stores in the UK”. The collection is said to reflect the style of the 3 sisters: glam, bohemian, edgy (read – Kim, Kourntey, Khloe) in 100 ready to wear pieces and handbags. Shoes? Later in the year.
Now the question is, do the Kardashians have what it takes to seduce the Brits? Will Europe be fascinated by the K Empire or send them back over the ocean in no time? While Sasha Wilkins, former fashion editor turned blogger at Liberty London Girl states ‘‘Killing Kulture Kwickly” about this move and says ‘‘hell will freeze over before I buy into any of their product ranges’‘, I find it quite unfair to not at least acknowledge the girls ”entrepreneurial drive’‘ as Sasha herself says, and smart business move.
OK, I know the Brits are a bit cocky and famous for their urban edginess - style & fashion wise. The whole world knows about the British Invasion (culture wise) – they gave birth to the Beatles, the Rolling Stones, the synthpop & new wave movement and the more recent Britpop. So yes we give them this. Cool fashion & avant-gardist sense. After all it is at London Fashion Week that we get the most creative & edgy designers. But while having a nation’s pocket loaded with talent & fashion sense (I confess a stroll on London streets is enough to paint a magnificent urban picture of style) I say to not loose track of the reality. Europeans have soiled their hands with worse reality shows than the infamous Keeping up with the Kardashians and do occasionally indulge in the K’s guilty pleasure so why not say it like it is? Hasn’t London & the UK got Jordan (Katie Price)? Or have we forgotten about Chloe (Sir Green’s daughter) who made it big with the reality TV show Made in Chelsea and now has her own Topshop collection? Well platform stilettos in so many colors adorned with all the glitzy glitz may not appeal to everyone, but they do sell, so someone must buy them, right? And it’s not a fashion too far off from the Kardashian‘s, is it?
In fact Camilla Morton, an established famous fashion journalist and author of the book ‘‘Diane von Furstenberg and The Tale of The Emperess’s New Clothes” has stated herself for the fashionista.com that ‘‘I really do think it’s a good move” mentioning that both The Kardashians as well as Chloe are smitten with huge platform stilettos & smoky eyes so ‘‘it could be a match made in heaven”. And to tell you the truth the clothes are not too bad, in fact this fall’s collection of clutches & shades, polka dotted shirts and skirts are quite eye catching – in a good way and one can mix and match them according to their own style, taste and mood.
While business wise it’s a smart move for both parties the crowd argues and expresses a distaste or fascination with the family. That can’t be too bad for business either can it? However you look at this Kardashian craze, a couple (or more) things are certain. They perfectly embody today’s consumer market, which is dying to dress like celebs, eat like them, act like them, wear expensive designer clothes they cannot afford while dreaming to hit stardom on reality TV shows or in the fashion industry. Then it’s mama Kris who’s got a brain for business and amazing genes. You can say anything about the Kardashians minus that they are ugly. And in my book they get a big plus for being a beautiful close family.
If the Kardashian Kollection will start a revolution in the UK or not remains to be seen. One thing is certain – the news sure had readers & viewers, so could this be a preface for the sales & success?