Kim Kardashian has been collecting Swarovski figurines her "whole life" and loves the crystal animals and characters that the company creates.

The launch of a celebrity brand is both mundane and rousing. Though it’s rarely groundbreaking when a public figure announces their new entrepreneurial project, due to the sheer frequency of them, we’re almost pressured to add our opinion regardless. Conversations circulate, complimenting inventiveness and speculating failure – and we, as their around-the-clock audience, are enticed to pick a side because after all, it’s a part of pop culture, a phenomenon which relies on commentary. Most recently, Kylie Jenner, the 26-year-old reality star responsible for her $1bn eponymous beauty company Kylie Cosmetics, declared her next career move in the fashion industry with her own clothing line, Khy. And there’s been a lot of talk. The moniker being motivated by her childhood nickname, Khy presents a line of mod items priced reasonably. To create the clothing line, Kylie partnered with her mom, Kris Jenner, as well as the impressive investor duo Emma and Jens Grede, co-founders of numerous celebrity brands such as Skims, Good American, and Brady. Khy aims to bridge the gap between quality and affordability with versatile pieces priced low, but high enough to forego the assumption of cheap garb. Between a bundle of faux leather outerwear with a subtle air of raunchiness, to nylon basics meant for layering, the fashion muse, along with designers Nan Li and Emilia Pfohl from the Berlin-based brand Namilia, crafted the first drop, surpassing $1m in sales within the first hour on 1 November, per a People report. “For this line the main goal is to bring major fashion pieces, and work with these amazing designers and have it be accessible – having everything in this first drop be under $200 dollars was very important to me,” the innovator told Vogue writer Luke Leitch. In conversation with the Wall Street Journal Magazine for its “Innovator’s Issue” ahead of the line’s debut, Kylie revealed she intends to rotate in a myriad of guest creatives to collaborate with throughout the year, with new drops to come every couple of weeks. However, the overarching concept for each collection will reflect her personal wardrobe and taste – this first, “001”, blending edgy character with biker chic. Her intention is allegedly to provide consumers with options suitable for every mood, which means we shouldn’t expect all pleather moto all the time. For me, the beauty mogul’s new venture drove a discerning fact to the forefront of my mind – luminaries are never going to stop creating namesake brands due to their financial standing and privileged connections, no matter their industry expertise or lack thereof. And this certainly rings true for the Kardashian/Jenners, a family with a growing appetite for commercial businesses. Admittedly, I was frustrated by Kylie’s decision to be an architect of her own label, knowing there’s a torrent of independent designers out there who’ve been working on contemporary projects for years and aren’t as widely recognised. For smaller creators, increasing brand visibility is challenging, while celebrities automatically have a widespread presence. But does that mean we should shame Kylie for utilising the mass following she’s built to advertise her new brand? Can we even compare the work of autonomous creatives to that of public figures? No. Because celebrities will inevitably take advantage of their notoriety, we need to be careful with how we talk about their business ventures, ensuring we aren’t lending fruitless attention to irrelevant points, unnecessarily boasting them or prematurely bashing them. According to Mosha Lundström Halbert, a fashion news writer and founder of “Newsfash,” an innovative media company, just as we can’t put celebrity clothing brands into the same category as renowned fashion houses like Gucci or Balenciaga, we can’t compare them to smaller designers who started their career in school. The industry presents us with a platter of concepts, and they shouldn’t be grouped all-together. “Just because something is fashion, just because a company creates clothing doesn’t mean that it’s a fashion brand,” Halbert told The Independent. “My expectations for brands that celebrities come out with are very different than how I look at a brand by a designer who has either come out of a fashion school or worked in the industry.” “I think we can’t lump everything together just because they’re all creating clothing and accessories. I don’t see this as in competition with other established fashion brands, especially when you look at the price point and how many brands are already on the market,” she continued. “Small designers need to be focusing on their own work and not... worrying about what Kylie Jenner is doing. Like, there is completely different lanes.” The target audience for an independent designer isn’t the same for a celebrity creator. Famed figures, like Kylie, with millions of followers, are hoping the mass of people who show a dedicated intrigue in their personal style, reccomendations, and taste will want to purchase clothing with their name on it. “The most important thing to understand is that celebrity launches stand for ‘launches for the masses’. Whereas, most small designers have their niche audiences that are more community-driven,” Bernard Garby, a popular fashion news TikToker, pointed out. As someone who works on the commercial side of luxury goods, Garby reiterated to The Independent that there are different markets underneath the vast umbrella of fashion. “They are two complete opposite markets with two absolutely different target audiences. Therefore, my advice to smaller brands is to focus less on competition and focus more on growing their communities and developing their loyalty because that is their key to success,” he said. “If you’re a small designer with big commercial dreams, in fact, watch those celebrities and look at how they commercially approach and navigate their launch and get inspired by their work and see if there is anything you can adapt to your own business from their strategy,” Garby added. Whether we should speculate the success or failure of Kylie’s clothing venture, it’s too early, even though the reported sales so far suggest a favourable outcome. But there are a few factors that support both sides – the first being her unique selling point. At 17, Kylie capatilised on her love of makeup, noticing a need for matching lip liners and lipsticks as a frustrated consumer herself. During this time, she was also vocal about feeling insecure concerning the size of her lips, constantly overlining them before she got temporary filler in 2015. Therefore, the decision to outset a makeup brand was motivated by her identity. Her first product – a selection of lip kit duos – catalysed her entire empire. In Garby’s opinion, Kylie’s first company was “organic”. When we look at the streamline of successful businesses born from the Kardashian/Jenner family – Skims, Good American, Poosh – all were built based off an “organic” or intimate selling point. For Kim, making shapewear sexy reflected her longstanding sentiment of being unafraid to wear what you need to, to feel comfortable and confident in your figure. For Khloe, someone who’s spoken candidly about battling body insecurities amid public scrutiny, Good American focuses on size inclusivity, wanting to represent and empower women with a range of different body shapes. And Kourtney, the sister who’s avowed her love for wellness openly, invented Poosh, a “modern guide to living your best life,” according to her. “Looking at the Kardashians, it’s actually really interesting. They’ve tried a lot of businesses that haven’t panned out,” Halbert remarked. Between Dash, the family’s retail chain born in Calabasas which eventually closed in 2018, to “The Kardashian Kard,” a prepaid MasterCard debit card, the ravenous reality bunch weren’t always triumphant in their enterprises. So, if having an intimate devotion or being established in a particular niche has proven to help Kardashian brands prosper in the past, does this mean it won’t be long before Khy goes under? Speaking to Vogue, Kylie pointed to the personal anecdote which drove her to create Khy, ensuring consumers understand this venture isn’t all that arbitrary. Like so many, Kylie was a “Tumblr girl” during her teen years, drafting mood boards to mirror her current obsessions. Dubbed “Kalifornia Klasss,” the adolescent used the platform to realise herself then and the woman she’d become. She was “King Kylie,” and Khy has every bit to do with that persona. “It is really significant. King Kylie for me was less about what I was wearing, and more about how I felt in that era. I just felt confident, free, and I didn’t care what anyone said,” she said. “I think that there’s a lot of power in that and I’m definitely channeling my King Kylie energy this year.” Aside from having a unique selling point, Garby noted how pertinent product quality is, especially inside a competitive market. A celebrity can be a known fashion muse, model, or aspiring designer, but a brand will never truly thrive if the quality of the product is poor. “Establishment can help you drive awareness - but in the end - it comes down to the actual product that they try to sell,” Garby noted. Based on the current selection of faux leather items, made from thermoplastic polyme, which can take up to 500 years to decompose, can emit toxic chemicals once discarded, and have the potential to shed microplastics while being used, per a Nomomente analysis, I personally don’t see how Khy differs from other designs already out there, with the cropped leather jacket and strapless midi dress seemingly familiar to what you see priced similarly at Zara. Nevertheless, Kylie’s not alone, being backed by Emma and Jens Grede, the all-too-competent pair who are already responsible for the continued achievement of other Kardashian brands. Emma, who grew up in London, co-founded Good American with Khloe, and Safely, Kris Jenner’s line of natural cleaning products. Meanwhile, Jens, originally from Sweden, partnered with Kim as a co-founder of Skims, driving the company value up to $4bn in the years since it’s initial launch, according to The New York Times. As of now, details on Khy’s subsequent drop, “002”, remain under wraps as an omnipresence of anticipation looms over an eager audience waiting to see what the brand will offer next. While we can only really judge Khy off of personal style preference, quality, and fit, time will tell whether it’s just another celebrity brand doomed to fail or whether “King Kylie” will irrevocably shape understated luxury and fashion fads to come. The Independent has contacted Kylie’s representatives for comment. 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We’ve all been there. A friend’s wedding is three days away and you don’t have anything to wear. The last thing you want to do is drag yourself around high-street shops, so it inevitably you turn to ASOS. After all, the company is known for its next day delivery and simple free returns service. Though many of us are reliant on the online fast fashion retailer for last-minute holiday purchases or big seasonal shops, a new report shows that ASOS’s pre-tax losses ballooned to almost £300m in the year to 3 September, compared with £31m the previous year, according to the results published on Wednesday (1 November). Despite its huge popularity, the once undisputed queen of online retailers now faces stiff competition from abroad, challenging economic headwinds, and a maturing clientele potentially seeking a more tailored experience. Leading some to ask, is ASOS in SOS? When ASOS was launched in 2000, the online retailer was considered revolutionary. It was like a supersize department store at your fingertips and became the first online retailer that UK customers could visit and find hundreds of dresses for £30 all in one place. But, in recent years, the company has been cutting its stock as it faces severe profit and revenue losses. In July and August, the retailer said it was hit by wet during the summer months, forcing the retailer to cut its stock by 30 per cent. Some experts now say that the holes within ASOS’s business model are becoming apparent. Rick Smith, Managing Director of business recovery firm Forbes Burton tells The Independent that ASOS’s business model of allowing large numbers of free returns makes the company susceptible to financial losses during challenging economic conditions. “The buying culture within their target demographic sees several items returned for each order placed, which can make for slim profit margins,” Smith explains. “ASOS has enjoyed a stratospheric rise since their inception, but have perhaps reached their ceiling now and need to cut their cloth accordingly, especially given the amount of economic headwinds [such as as the cost of living crisis] in play at the moment.” The buying habits of consumers have also shifted in the 23 years since ASOS launched. Smith says that sifting through hundreds of products has become a painstaking and often unenjoyable task for its customers. “Once large online retailers get to a certain size, it can become laborious for customers to scour their whole catalogue,” Smith explains. “The online fashion landscape is evolving now to a point that customers are looking for a more tailored service from websites.” With the rise of shopping on social media, too, young people are increasingly buying individual items from retailers on Instagram and TikTok or instead shopping directly from the brands that ASOS stocks, such as Pull and Bear, Stüssy and Bershka, which all have their own websites. “ASOS’s busy 20-something [target] market doesn’t necessarily have the time to sift through dozens of item pages,” adds Smith. “So curated collections and recommendations based on user input may be one of the changes they eventually look at.” ASOS, which originally stood for As Seen On Screen, initially started trading with the tagline “Buy what you see on film and TV” as it exclusively sold imitations of clothing worn by celebrities. That business model quickly expanded away from the world of replica products: ASOS now offers 850 affordable to mid-range high-street brands and ships to 196 countries. But the company is also now tackling a debt issue, with net debt including leases now at £648.5m, up from £533m the year before. Analysts predict that the online fashion site may need to raise quick cash soon – potentially through the rumoured sale of its Topshop brand, which ASOS acquired when the Arcadia Group went bust in 2021 and closed Topshop’s bricks and mortar stores. Despite the profit slump and predicted future losses, José Antonio Ramos Calamonte, ASOS’s chief executive, said in the report that the company has made “good progress” in “a very challenging environment” and would continue to invest in its brand and stock more fashionable lines of clothing. The company plans to spend £30m more on marketing and said it was going “back to fashion” with its products “geared around fashion and excitement”. As ASOS faces huge losses, it was reported this week that the Chinese-founded retailer Shein has acquired UK company Missguided, with plans to “reignite” the online retailer that was only bought out of administration by Mike Ashley’s Frasers Group a year and a half ago. Despite calls for boycotts from anti-fashion campaigners, Shein is currently valued at around £53bn, having expanded globally and bought many of its rival brands. In 2022, it was the most-googled fashion brand in the world and made a reported £18.9bn in revenue, suggesting that fast fashion is not falling out of favour with consumers who want to find entire outfits on a budget. 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Halloween is here, but many A-list celebrities kicked off the spooky celebrations early over the weekend. While this year’s Halloween falls on a Tuesday, several famous faces stepped out in some extravagant costumes all “Halloweekend” long. Some celebrities paid homage to fellow pop culture icons, while others tried their best to follow new costume guidelines issued by SAG-AFTRA. Last week, the guild prohibited members from dressing up as popular characters from major studio content. Instead, they were encouraged to wear costumes inspired by generalised characters, like ghosts, zombies, or witches. This meant that celebrities needed to put their creative costume skills to the test, and many succeeded - apart from Megan Fox, who defiantly hit out at SAG-AFTRA when she dressed up as Gogo Yubari from Kill Bill. From Paris Hilton to Kourtney Kardashian Barker, here are the best celebrity Halloween costumes of 2023. Adele The Grammy winner celebrated the spooky holiday with a performance at her Las Vegas residency, “Weekends with Adele”. She dressed up as Morticia Addams from The Addams Family for the occasion, complete with a long black wig, a floor-length black dress, and dramatic smokey eye makeup. Ariana Grande and Elizabeth Gillies Longtime friends Ariana Grande and Elizabeth Gillies continued their Halloween tradition of acting out scenes from their favourite movies. This year the pair dressed up as characters from the 1995 film, Showgirls. Grande played Elizabeth Berkley’s character, Nomi Malone/Polly Ann Costello, while Gillies was Gina Gershon’s Cristal Connors. Last year, the Victorious co-stars reenacted scenes from Christopher Guest’s 2000 mockumentary, Best in Show. Austin Butler and Kaia Gerber Elvis star Austin Butler and his girlfriend, Kaia Gerber, went all out as Andy Warhol and 1960’s model Edie Sedgwick for Halloween. The celebrity couple, who have been dating since late 2021, attended the 2023 Casamigos Halloween party hosted by Gerber’s parents, Cindy Crawford and Rande Gerber. Chloe Bailey Singer Chloe Bailey pulled out all the stops as Daenerys Targaryen, aka Mother of Dragons, from HBO’s Game of Thrones. The 25-year-old shared photos of her medieval costume to Instagram, where she posed in a gold-plated dress with Khlaeesi’s signature long blonde hair. Camila Mendes, Madelaine Petsch, and Lili Reinhart The Riverdale co-stars reunited this Halloween to become characters from the DC comic, Gotham City Sirens. Mendes appeared as Catwoman, Petsch was dressed as Poison Ivy, and Reinhart opted for Harley Quinn. Demi Lovato Camp Rock alum Demi Lovato went back to her Disney roots when she dressed up as Snow White for Halloween. The “Sorry Not Sorry” singer channelled the Disney princess with her signature blue, white, and yellow mini dress. Lovato made the look her own by adding a low-cut, leather corset top over the bodice. Ice Spice Ice Spice turned heads this Halloween when she shared photos of herself as the cartoon character, Betty Boop. The 23-year-old rapper posted photos to Instagram wearing Betty Boop’s signature black curled hair, along with a red strapless mini dress. Justin and Hailey Bieber Justin and Hailey Bieber took couples costumes to a whole new level when they coordinated in matching looks from The Flintstones. The singer and model attended Vas J Morgan and Michael Braun’s Halloween Party in Los Angeles dressed as the characters Pebbles and Bamm-Bamm from the cartoon series. The Rhode Beauty founder also shared photos of her separate Halloween costume: a white, lace underwear set inspired by Carmen Electra’s from the 2000 parody film, Scary Movie. Keke Palmer Halloween was a mother-son affair for Keke Palmer and her nine-month-old son, Leodis “Leo” Andrellton. The duo paid homage to Frankenstein, as the Nope star dressed up as the Bride of Frankenstein and her son as Dr Frankenstein. “He gave me LIFE,” she captioned her post on Instagram. For her second Halloween costume, Palmer dressed up as Tyra Banks’ character Eve in the 2000 movie Life-Size starring Lindsay Lohan, in which the doll Eve comes to life. Kendall Jenner Much like older sister Kim Kardashian did at the 2022 Met Gala, supermodel Kendall Jenner also channelled Marilyn Monroe with her Halloween costume this year. The 27-year-old wore a short, curled blonde wig and black turtleneck, as she dotted her left cheek with Monroe’s signature beauty mark. “Happy birthday mister president,” Jenner captioned her Instagram post. Kelsea Ballerini It was a Barbiecore Halloween this year, and country music singer Kelsea Ballerini went all out as Cowgirl Barbie from the Barbie movie. She shared photos to Instagram of her Halloween costume, which featured a hot pink vest and matching bell bottoms covered in stars. Ballerini completed the look with a pink paisley ascot around her neck and a white cowboy hat, straight from the summer blockbuster. Kim Kardashian and North West Famous mother-daughter duo Kim Kardashian and North West took a page out of the 1995 teen movie classic, Clueless, with their Halloween costumes. The Skims founder dressed up as Alicia Silverstone’s character of Cher Horowitz, complete with her iconic yellow plaid skirt and jacket, with a matching yellow vest and long blonde hair. Meanwhile, her 10-year-old daughter channelled Cher’s best friend, Dionne. Kourtney Kardashian For her Halloween costume this year, Kourtney Kardashian Barker took a page out of Kim Kardashian’s fashion archive. The Poosh founder recreated her sister’s floral-printed Givenchy gown she wore to the 2013 Met Gala when she was pregnant with her first child, North West. Now, Kardashian Barker is pregnant with her fourth child and first baby with husband Travis Barker. “Freaky Friday,” she wrote on Instagram. The soon-to-be mother of four also shared a photo of her couples costume with the Blink-182 drummer. Kardashian and Barker dressed up as actors Michael Keaton and Winona Ryder in the 1988 movie, Beetlejuice. Their elaborate outfits resembled the ones worn during the scene in which Beetlejuice (Keaton) convinces Lydia (Ryder) to marry him. “I’m the ghost with the most, babe,” Kardasian captioned her post, quoting a line straight from the horror film. Lizzo The “Truth Hurts” singer turned into fellow musician Tina Turner with her Halloween costume. In photos posted to Instagram, Lizzo wore a leather mini dress with sparkly fringe, along with a Turner-inspired blonde wig. “Honouring Tina Turner,” she captioned her post. The queen of rock ‘n’ roll died earlier this year at age 83. Megan Fox and Machine Gun Kelly The Jennifer’s Body star hit out at SAG-AFTRA guidelines when she and her fiancé, Machine Gun Kelly, dressed up as characters from the 2001 film, Kill Bill. Fox wore a costume inspired by the schoolgirl assassin, Gogo Yubari, while MGK wore the iconic yellow jumpsuit Uma Thurman’s character wore in the film. Taking to Instagram, Fox tagged the official account for SAG-AFTRA in her caption, simply writing: “@sagaftra” Paris Hilton and Jessica Alba In honour of Britney Spears’ newly released memoir, The Woman in Me, Paris Hilton paid tribute to her longtime friend when she wore a replica of the blue flight attendant dress Spears donned in the “Toxic” music video. “Icons support icons,” Hilton wrote on Instagram, alongside photos of the iconic costume. Meanwhile, Jessica Alba also honoured the legendary pop star with her Halloween costume. She attended the star-studded Casamigos party in Los Angeles donning a blonde wig and nude, sparkly bodysuit - resembling another notable look Spears wore in the 2004 music video for “Toxic”. As for Heidi Klum, the queen of crazy Halloween costumes, she teased her upcoming look for her annual Halloween party. Taking to Instagram, the supermodel posed nude on a fluffy pink couch as she wrote in her caption: “The calm before the storm. “Three days to #heidihalloween2023,” she added. “My motto this Halloween: GO BIG OR GO HOME”. Last year, Klum broke the internet when she dressed up in a head-to-toe worm costume. Speaking to People, she explained that when it comes to Halloween costumes, Klum tries to “find things that people naturally wouldn’t do.” “Most people do nurses or police officers, but I was always looking for something that I hadn’t seen,” she said. While Klum is keeping this year’s costume close to her chest, she did previously describe it as “epic”. 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