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Home > Fashion> Shop > Fendi, Kim Kardashian West join hands 

Fendi, Kim Kardashian West join hands 

The move comes as luxury labels seek to generate buzz in a crowded media landscape by signing on celebrities including rappers and K-pop stars

Models present creations from the Fendi Spring/Summer 2022 collection during Milan Fashion Week on 22 September.
Models present creations from the Fendi Spring/Summer 2022 collection during Milan Fashion Week on 22 September. (REUTERS)

Kim Kardashian West's shapewear brand, Skims, is collaborating with Fendi on a new clothing collection.

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The new collection of body-hugging apparel is slated to be launched on 9 November and was jointly designed by Kardashian West and British fashion designer Kim Jones, said Fendi, LVMH's Italian luxury fashion house.

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The move comes as luxury labels seek to generate buzz in a crowded media landscape by signing on celebrities including rappers and K-pop stars, with an eye to tapping into their broad fan bases.

Skims, which in April was valued at $1.6 billion, has gained popularity with younger shoppers since its launch in 2019 by Kardashian West, helped by the reality star and businesswoman's huge social media following.

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Fendi has previously worked with rapper Nicki Minaj and artist Joshua Vides.

Kim Jones, who is also artistic director of menswear collections for Dior, another LVMH-owned label, is known for his flair for building brand heat in the luxury sphere through tie-ups with artists, popular culture figures and labels.

Jones brought on rapper Travis Scott to co-design the spring men's collection for Dior, for example, and teamed up with Donatella Versace on a "Fendace" collection that brought together Fendi and Versace designs. It featured a range of top models of different generations and sizes including Naomi Campbell and British singer Dua Lipa.

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The Italian labels closed Milan fashion week last month with styles that mixed Versace's Greek key motif with the Fendi monogram.

Also read: At Fendi's haute couture show, the world of Virginia Woolf came to life

 

  • FIRST PUBLISHED
    26.10.2021 | 03:11 PM IST

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