LONDON MOB: It was a Kardashian craze at Aqua on London’s Argyll Street Thursday night as Kim and Kourtney celebrated the launch of their Kardashian Kollection range for Dorothy Perkins. An “army” of Kardashian-alikes, dressed in the girls’ creations, marched up the street and into the venue, swishing their uniform ponytails in regimental order.

Inside, it was a scrum as competition-winning fans, press and friends pressed against the human barricade of security guards to get a glimpse of the sisters in the VIP area, where they were congregated with Dorothy Perkins boss Sir Philip Green and Bruno Schiavi, who is producing the line.

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This story first appeared in the November 9, 2012 issue of WWD. Subscribe Today.

“It’s been crazy today,” said Kourtney after a day of Kardashian Kollection commitments. “I said to Kim earlier, ‘Don’t you wish you could just walk down the street and go shopping?’ Kim said, ‘No,’ but it would be nice. I have the afternoon off tomorrow and I’d like to do something low-key with my son. Buckingham Palace maybe, if it’s not too crazy.”

Among the crowd were members of British reality TV show “Made in Chelsea” — Amber Atherton and Gabriella Ellis — as well as the young stars of Union J, a group competing in this year’s edition of “X Factor U.K.,” who drew almost as much attention as the night’s guests of honor.

Both Kim and Kourtney were in pieces from the collection, but Kim’s sequined dress looked a little different from the sample seen previously. “She had it changed to be backless,” explained Kourtney. “When she was trying it on, it was unzipped at the back and she liked the look so we had it sewn into a backless version.”