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Kim Kardashian

Eyewear brand Carolina Lemke is diving into the US market head first. The Israeli based brand cemented collaboration last year designed by Kim Kardashian West, and is using it to springboard into the market starting first with a campaign staring none other than Kardashian herself. Called the “Kim Kardashian West Collection for Carolina Lemke” collection, it is the first time the brand has gone the collaboration route but according to CEO Mordi Shabat, the US market has been in his sights for a while. “In Israel, we are all over.” Shabat said, of the brand which was founded in 2011 was founded in 2011 by Yossi Gabizon and his wife Carolina Lemke in Berlin, and is known for his mass market prices, all styles are under $100 retail. “And we’ve been thinking about the company’s growth potential. And the US is the right place to start” Kardashian is not only taking up design duties, but the reality tv star is also a partner in the brand, receiving an undisclosed amount for her long-term investment in the brand. Previously, Israeli model Bar Rafeail was the face of the brand, doing several commercials with “hot felon” Jeremy Meeks, and it was Rafaeli that connected Kardashian to the founders. “The story is pretty similar to Kim” Shabat said, adding that Raefeali has been a partner in the company since 2013. “The first time we put Bar on billboards it was a massive response. It helped us become the strongest eyewear company in Israel.” Now Shabat is hoping for the same type of lightening in a bottle with Kardashian in the American market. “She was involved in every detail and it was really amazing the process.” Shabat says of the design process, adding that she was inspired by cutting edge fashion “She doesn’t want it to be like other types of mass-market eyewear” I’m always looking for vintage sunglasses that no one has, so getting to create something that other people will be able to cherish as much as I do, has been fun to be a part of.” Kardashian said. “I’ve learned so many fascinating things about sunglass design.  I didn’t realize how technical it was and I’ve loved the first-hand experience at getting to see our ideas come to life.” The premiere collection begins with six styles, some of which Kardashian has been teasing on her social media channels, and ranges from oversized shields to retro oval styles and minimal sleek sporty styles with a “Carolina Lemke Kim Kardashian West” logo at the temple, priced at $90 at retail. A second “drop” of styles will launch before the middle of the year Shabat said, with more “drops” to follow to amplify the brand awareness. The campaign was shoot by fashion photography duo Mert Alas and Marcus Piggott, the pair is well known in the reality star’s orbit, having shot her in magazines and putting her way into their 20-year retrospective book by Taschen. According to the CEO the digital first campaign is about Kim "in the fourth dimension,” showing Kardashian in multiples in some images as if she were cloned. “She had a large part in creative direction of the images” he said. Adding that the images take a wink at her place in the zeitgeist of popular culture. The campaign is just the first phase, with CEO relaying that brick and mortar stores are in the works, with New York and Los Angles as initial steps, but he wouldn’t disclose timing. Currently the brand operates 40 stores worldwide but plans to open 60 new stores by the end of 2019, “with a goal of 400 worldwide in the next few years” he said. The collaboration range begins pre-sale on its new US e-commerce site on March 19 and will be fulling transactional April 2.

Eyewear

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A woman walks past a Tiffany & Co. store at a shopping mall in Beijing. The designer boutiques of Manhattan and Paris are feeling the chill of a Chinese economic slowdown that has hammered automakers and other industries. That is jolting brands such as Louis Vuitton and Burberry that increasingly rely on Chinese customers who spend $90 billion a year on jewelry, clothes and other high-end goods. The industry already is facing pressure to keep up as China's big spenders shift to buying more at the spreading networks of luxury outlets in their own countryLuxury Shopping Chill, Beijing, China - 29 Nov 2018

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