Whilst fame and fortune may be enough for some people, a lot of celebrities have taken to releasing fashion lines. How much of themselves goes into these lines varies. Take Skims by Kim Kardashian for example – she saw a gap in the market for shapewear and was able to link it to her own brand image that she has created. I will take a look at three fashion lines: Skims, Savage X Fenty, and Ivy Park, and analyse their success based on their popularity, the timelessness of the fashion line, and how well they capture the essence of their creators.
After the launch of “Kimono” it seemed that perhaps Kim’s new brand was doomed before it had even begun. Or was it a matter of no press is bad press? In terms of celebrity business ventures, the Kardashians just know what they are doing. Kim saw a gap in the market for shapewear and tailored it to her own brand (which mainly consists of bodycon dresses and her famous hourglass figure). It also enhanced her personal brand, enabling her to portray herself as a woman ‘like us’ who wears shapewear and does not have a perfect body.
Continuing from shapewear, SKIMS launched their loungewear line, which was also successful as shown by the multiple replications from high street brands. SKIMS has also landed in the designer section of Selfridges, so Kim is clearly doing something right. All the packaging is also recyclable or biodegradable which is also great. The materials aren’t the most sustainable, however, I feel as though the items are made to be reused for life as it is not a “trendy” collection. The size range is also amazing, extending all the way from XXS to 4XL. Overall, a thumbs up for this fashion line.
Ivy Park by Beyonce was launched during the peak of Beyonce’s fame in 2016. That year saw her release a new album and the produce an iconic performance at the Super Bowl. It was also a time when athleisure’s popularity was at its height – wearing sports clothes both in the gym and as streetwear was the latest trend. Hence the cropped hoodies and logo sweatshirts were instantly popular. It was also super affordable and could be found in places such as Topshop on the high street.
After removing it from Topshop it has definitely become more of a luxury brand. Its collaboration with Adidas it has since made a bigger name for itself in terms of the fashion world, with the main launch selling out in 6 minutes. Overall, whilst metallics and neons may not work for everyone it definitely embodies Beyonce’s brand which encourages confidence and being unique.
SAVAGE X FENTY
Whilst the Queen of R+B hasn’t put out an album since 2016, no one can accuse her of doing nothing. Launching Savage X Fenty in 2018 alongside her Fenty beauty brand, the range has been a success in terms of its inclusive sizes and diverse models. It was also quite a unique celebrity fashion line – instead of the traditional range of a few tops and dresses, Rihanna opted for lingerie, something worn by every woman. The intimates are also very affordable and unique, alluding to the practical nature of bras as well as embracing intimacy and sexuality. Whilst I think her Fenty Beauty has been more popular, this line was definitely a success.
Celebrity fashion lines are both a risk and an opportunity for the celebrity, simultaneously providing fans with an insight into their personality whilst allowing lots of opportunity for critique. Yet, by using their popularity to their advantage and implementing a good business model, these lines can be a success.