Kim Kardashian is raising her industry profile in a partnership with Pascal Mouawad to create a costume jewelry line for Bebe making its debut for holiday and a signature line for wider distribution in the spring.
This story first appeared in the May 17, 2010 issue of WWD. Subscribe Today.
“Designing [clothes for Bebe] inspired me so much,” she said. “I wanted to create an accessory line that not only I would wear, but more importantly, my fans would wear. I read lots of comments on fashion blogs, Twitter and Facebook about my line and I wanted to give the fans what they have been asking for.”
Los Angeles-based Mouawad is known for his collaborations with Heidi Klum and Erin Wasson, Nicole Richie and Jessica Simpson, among others.
“The celebrities are so involved in the process from design to promotion, and that is what makes the fans buy it,” he said. “House of Harlow 1960 is doing extremely well because it speaks about Nicole. The same will happen with Kim.”
Mouawad said Kardashian’s line will be the most mass targeted in his portfolio, with the majority of the pieces retailing for less than $100. The range is $25 to $250.
“We are not looking to bring high-end jewelry to the marketplace; we are targeting Middle America,” he said. “I see it in major department stores, those with 200 to 500 doors, and some specialty boutiques.”
Both collections will comprise three groups: Thirties-inspired Lucite and gunmetal pieces, Sixties-style geometric resin and enamel pieces and Moroccan-inspired pieces, including belly chains and hand jewelry that feature clear cabochon stones and silver mixed with matte gold.
“I love statement pieces because they make a simple outfit stylish and fun,” said Kardashian, who described the first two styles as “younger and more edgy” and the Moroccan style as “dressier and perfect for the holidays.”
Mouawad described the pieces as “sexy and bold, big in scale, very statement looking.”
He said $10 million in first-year retail volume was “a conservative and do-able figure,” adding that the Kardashian line, along with Simpson’s watch line, are his priorities this year.
Kardashian, who already has an online shoe collection called Shoedazzle.com and an eponymous fragrance exclusive to Sephora, said, “I would love to dig deeper into the beauty side like color cosmetics.”