October 25 (Reuters) – Kim Kardashian West’s shapewear brand Skims is collaborating with Fendi on a new clothing collection, the companies said on Monday.
The new body-hugging clothing collection is set to launch on November 9 and has been co-designed by Kardashian West and British fashion designer Kim Jones, said Fendi, the Italian luxury fashion house of LVMH (LVMH.PA).
The move comes as luxury labels seek to generate buzz in a crowded media landscape by signing celebrities, including rappers and K-pop stars, in a bid to tap into their large fan bases.
Skims, which was valued at $ 1.6 billion in April, has grown in popularity with younger buyers since its 2019 launch by Kardashian West, helped by the reality TV star and the woman’s many social media outlets. business.
Fendi previously worked with rapper Nicki Minaj and artist Joshua Vides.
Kim Jones, who is also artistic director of men’s clothing collections for Dior, another label owned by LVMH, is known for his flair for building the brand’s warmth into the luxury realm through partnerships with artists. , popular culture personalities and labels.
Jones brought in rapper Travis Scott to co-design Dior’s men’s spring collection, for example, and teamed up with Donatella Versace on a “Fendace” collection that brought together Fendi and Versace designs.
Italian labels closed Milan Fashion Week last month with styles that blend the Greek motif of Versace with the Fendi monogram.
Report by Uday Sampath in Bengaluru and Mimosa Spencer in Paris; Editing by Alison Williams
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