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The new collection of body-hugging apparel is
slated to be launched on Nov. 9 and was jointly designed by
Kardashian West and British fashion designer Kim Jones, said
Fendi, LVMH's Italian luxury fashion house.
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.
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.
The Italian labels closed Milan fashion week last month with
styles that mixed Versace's Greek key motif with the Fendi
monogram.
(Reporting by Uday Sampath in Bengaluru and Mimosa Spencer in
Paris; Editing by Alison Williams)
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