Dfter having climbed the Olympus of fashion thanks to studied (and paid) partnerships with the largest luxury players, the It Girl Today they start their own business. A practice that is popular among those who launch trends professionally: and in 2023, there will be three protagonists undisputed in the spotlight.
From Kylie Jenner with the brand Khyup to the luxury sweaters of Gigi Hadid and to the line with a minimal chic style, just like his, by Elsa Osk: the latest news in terms of trendsetter brands – it must be said – compete with those of singers and actresses (just think of the latest Workshop Of Angelina Jolie oh Savage X Fenty Of Rihanna). As well as the same labels for which I am often a testimonial.
Starting your own business, the new It Girl trend
Looking after your own backyard pays more. Some digital entrepreneurs, like ours, have already understood this Chiara Ferragni – who launched his label in 2013, starting with a footwear collection. Or the top Emily Ratajkowskiwhich is very popular with its costumes In love since 2019. But also Kendall Jennerwhich introduced its tequila to the world in 2021 818but already in 2015, together with her younger sister, she had attempted the branding route with Kendall+Kyliethen transformed into a make-up line.
Khy, Kylie Jenner’s brand
Kylie herself, founder of Kylie Cosmetics, is trying to make it on her own even in fashion with the brand Khywhich launches a second drop from its collection il November 15, 2023. After the first one dedicated to leather and the sheer onesies at the beginning of the month, signed jointly with the Berliner Namilianow the youngest and most popular on social media of the Kardashian clan focuses on cool down jackets in collaboration with Entire Studios and inclusive cold-weather bodysuits – all products are available up to size 4XL.
The success story that seems to inspire the Khy brand? That of the older sister, Kim Kardashian (at the top of the wishlists with Skims, also thanks to the latest co-lab with Swarovski). In fact, the idea behind Khy is to collaborate with different, influential people guest designer – even if the central inspiration remains only one: Kylie’s own wardrobe. And her numbers are promising, considering that not only have her clothes already ended up on her sisters and friends like Hailey Bieber, but they have also recorded the sold out: in the first hour alone from the online launch on November 1st, the entrepreneur almost reached 930 thousand euros in sales.
You just have to wonder how long it will lastperhaps, before becoming a lipstick brand: but we are counting on shoulders covered by the mother (the project was co-created together with Kris Jenner and the spouses Emma and Jens Grede of Popular Culture, already in the ranks of Skims and Good American, the clothing brand owned by Khloé Kardashian).
Guest in Residence by Gigi Hadid
All in family. But there are also those who, quietly, manage to emerge only or almost only thanks to personal taste. We are talking about Gigi Hadid: no partnership with her sister Bella, who much prefers, at least for now, to parade under the spotlight of the Maisons rather than create one. But few know that the 28-year-old is from 2022 designer Of Guest in Residence, a sustainable knitwear brand that recently also opened up to the total look. Unlike the Khy brand, the prices are not the most affordable; but the blonde supermodel’s line also already has a large following among her colleagues, from Bianca Balti to Ashley Graham. Last step, the launch of a 2023 cashmere capsule for Luisaviaroma (celebrated at the last Milan fashion week).
Gigi Hadid in beanie and shirt from her own brand Guest in Residence in October 2023 (Photo: Gotham/GC Images).
In short, the times in which he collaborated with Tommy Hilfiger with Tommy X Gigi they seem prehistoric (4 seasons, starting from autumn-winter 2016/2017). Yet the bones made in the field are all visible: Guest in Residence “hosts” a parterre of desirable, original and durable pieces, worthy of a private residence, as the name suggests. Flannel shirts, oversized knits and accessories such as beanies and scarves, cozy and hyper glamorous. The fashion icon chosen by the brand? Herself, of course.
Helsa by Elsa Hosk
And who, if not. What all the new It Girls who launch their own fashion brands have in common is the choice of celebrity endorsement principal, at no cost. One above all, the top model Elsa Hoskwhich from the presentation of Helsa Studio, in 2022, wears nothing but that. The brand, inspired by Scandinavian basic fashionfully reflects the style of its designer, born in Stockholm in 1988. A true love letter to her native land, enclosed in knitted dresses, total denim, cardigans and minimal tops with a sensual touch.
The latest autumn winter 2023/2024 drops they are in the name of leisurewear, to adapt to an everyday look, easily combined with designer pieces. Just like the It Girl outfit commands: sold on the FWRD platform, they are appreciated by the public and colleagues.
Elsa Hosk in September 2023 in Helsa Studio total denim (Photo: Rachpoot/Bauer-Griffin/GC Images).
The prices are low cost, but the allure is luxurious: the winning recipe in the long term? Only time will tell. In the meantime, all that remains is to wait to see who will follow in their footsteps and how. Waiting for the next one hype…
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