Fashion

North West 12, to Launch Her Own Fashion and Jewellery Line as Kim Kardashian Secures Trademarks

Published

3 months ago

19 February 2026

Photo: Getty Images

In a recent business move, 12-year-old North West is preparing to launch her own fashion and jewellery line, backed by trademark filings secured by her mother, Kim Kardashian. The filings outline a structured commercial plan, positioning North as the face of a multi-category brand.

Legal paperwork submitted to the U.S. Patent and Trademark Office outlines a broad scope that extends beyond a single product release. The trademarks cover clothing, footwear, accessories, jewellery, watches, handbags and cosmetic cases. Such wide classification is typical of companies planning long-term expansion. Instead of testing a single product category, the filings reserve space for expansion across retail segments that often define full lifestyle labels.

Photo: Instagram

The brand name attached to the filings, NOR11, is believed to reference North’s identity and age when the concept was first discussed. Early hints of the label surfaced when she and friends were photographed wearing logo-marked hats months before the paperwork became public. In fashion marketing terms, this acts as early promotion: visibility without formal announcement, allowing the name to gain early visibility before product release.

Corporate records show the trademarks were filed under a family-linked company structure, with Kardashian listed as the responsible executive overseeing the venture. This structure shows professional management. Trademark protection at this level requires legal investment and long-term planning, signalling intent to commercialise the brand.

Photo: SKIMS

Kardashian built SKIMS into a major shapewear and basics label through aggressive licensing and direct-to-consumer strategy. North’s father, Kanye West, influenced sneaker and streetwear markets through Yeezy partnerships that combined endorsement with direct product involvement. North’s project combines elements of both models: personal branding supported by industrial-scale planning.

Reactions online have varied. Supporters view the move as an expected progression for a child raised inside fashion production, arguing that early exposure can translate into creative independence later. Critics question the ethics of turning her into a commercial brand at such a young age, especially in a media environment where celebrity children are already highly visible. The debate reflects a wider discussion around family branding in the influencer era, where personal life and monetisation increasingly overlap.

Photo: Instagram

The legal groundwork is already complete. Trademark filings of this breadth are legal protections designed to secure ownership before products reach the market. The filings reflect a structured launch plan rather than a casual celebrity project.

North West enters the industry with advantages uncommon for new designers: instant recognition, capital backing and a built-in global audience. A successful rollout will depend on design quality, production management and brand consistency. What follows will determine whether the label develops into a long-term business or remains tied primarily to its famous origins.

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Fashion

Louis Vuitton Launches Colour Blossom Watches Inspired by Its Signature Monogram Flower

Published

1 week ago

16 May 2026

Adesina Tosin

Photo Credit: Instagram

Louis Vuitton is expanding its Colour Blossom jewellery collection into luxury watches with four new designs that blend fine jewellery styling with watchmaking.

Photo Credit: Instagram

The new collection was unveiled this week with house ambassador Ana de Armas leading the campaign photographed by Inez & Vinoodh. The Colour Blossom watches reimagine the brand’s iconic 1896 Monogram Flower design through 26mm cases featuring curved gemstone dials and elegant sculpted detailing.

Each watch takes a different direction. A steel model with a white mother-of-pearl dial and beige strap offers a more understated, everyday option, while a pink gold version combines blush-toned mother-of-pearl with a soft pink strap for a warmer, more delicate finish.

Photo Credit: Instagram

The most luxurious version features a white mother-of-pearl dial framed with over 100 brilliant-cut diamonds. Louis Vuitton sources materials like mother-of-pearl and amazonite used across select models layers before curving and hand-polishing them to fit the rounded cases.

A subtle rail-track minute marker is stamped directly into the stone, keeping the face clean while maintaining legibility. Even the crown is shaped like a flower, and the hands carry nail-inspired motifs referencing the house’s early luggage hardware.

Photo Credit: Instagram

Working with such delicate materials required adjustments on the technical side. The thin stone surfaces meant Louis Vuitton’s watchmaking team had to carefully cut into thin. Final finishing is handled at La Fabrique des Arts, the brand’s specialist crafts division.

The collection launches in boutiques on June 12, aimed at customers looking for a timepiece that functions equally as an accessory. It marks another step in Louis Vuitton’s push into Swiss-made watches and high jewellery, building on a motif that has remained central to the house since its early house history.

Stella McCartney Launches H&M Collection in Dubai

Published

4 weeks ago

30 April 2026

Adesina Tosin

Photo Credit: Instagram

H&M and Stella McCartney are collaborating again, with Dubai among the first markets to receive it. The collection is set to launch on May 7, available at Mall of the Emirates and The Dubai Mall, the only two UAE retail locations carrying the line.

Photo Credit: Instagram

The collection draws from 25 years of McCartney’s design history. The ready-to-wear line is built around her signature roomy tailoring with a waistcoat at Dh499, tailored trousers at Dh699, matching barrel-legged trousers at Dh799, a cream masculine trench coat at Dh1,099, a single-breasted jacket at Dh1,299, an oversized wool double-breasted blazer in grey at Dh1,499, and a long wool car coat in grey at Dh1,499. The black three-piece suit comprises a waistcoat, tailored trousers, and a single-breasted jacket. In line with McCartney’s design, the trousers are cut to puddle over shoes and are styled with the white pointed slingbacks also included in the collection.

Photo Credit: Instagram

The collection’s rock edge is evident in a draped asymmetric red mini dress, alongside a bodycon version adorned with pale gold studs, priced at Dh1,099, it includes long, fitted snakeskin-print styles and a striking one-sleeve cream dress with a looped hem. A sleeveless lace-up tee reading “Rock Royalty” references her father, Paul McCartney of The Beatles, while swimsuits printed with “Stella” in lipstick red are priced at Dh169.

Evening pieces lean into embellishment, with Crystals featured across a bodysuit, leggings and a bra top. For daywear wear, the crystal-trimmed cutout detailing on wide-legged stone-washed jeans offers a wearable alternative. Lingerie lace run through a satin halter neck in grey and a slinky T-shirt dress.

Photo Credit: Instagram

Accessories include bags bearing the circular Stella McCartney logo, among them a red mesh clutch priced at Dh269, an oversized red mesh tote at Dh499, a canvas tote at Dh799 and a smaller version at Dh429. A shoulder bag with Falabella-style chain edging is priced at Dh1,099, with a red Stella charm at Dh169 and a cherry charm at Dh219 available separately.

McCartney, who led Chloé between 1997 and 2001 before launching her eponymous house, described the collaboration as a journey through her fashion history. “It’s playful, strong, sparkling, joyful and refined,” she said. With pricing well below her mainline range, the May 7 Dubai launch is set to be a standout date.

Matthieu Blazy Presents His First Chanel Cruise Show in Biarritz

Published

4 weeks ago

29 April 2026

Martina Okoabu

Image: Instagram

In the historic seaside town of Biarritz, where Gabrielle Chanel founded her couture house in 1915 and laid the groundwork for a fashion revolution based on freedom and practicality, Matthieu Blazy took center stage as he unveiled his first Cruise collection for Chanel.

The Cruise 2026/27 collection: Instagram

The Cruise 2026/27 collection, which debuted at Le Casino Municipal, was a blend of tradition and modernity. Blazy took a restrained approach to the house’s famous regulations, letting the narrative be guided by the movement, fluidity, and coastal ease of Biarritz.

The Cruise 2026/27 collection : Instagram

The collection, named Sous le salon la plage, echoed Chanel’s early idea of apparel that effortlessly transitions between indoor refinement and outdoor freedom by blurring the boundaries between comfortable beachwear and structured elegance.

The Cruise 2026/27 collection: Instagram

The show began with a modern take on Chanel’s 1926 design, reinvented with Art Deco-inspired details. From there, the collection evolved into a series of fluid forms, flowing silks, lightweight tailoring, and layered looks that combined functionality and luxury. Basque stripes, raffia textures, and soft tweeds reflected the surrounding terrain, while sparkling paillettes captured the glint of sunshine on water.

The Cruise 2026/27 collection: Instagram

Blazy told a subtle story throughout the collection. Maritime references such as sailor uniforms and mermaid motifs added depth and feeling, while swim caps and beachwear recalled the artistic impact of Pablo Picasso during his stay in Biarritz. Motion was further highlighted by accessories such as oversized totes, waterproof bags and minimalist footwear, catering to both function and style.

The Cruise 2026/27 collection : Instagram

Blazy’s return to Biarritz is not merely a debut, but a thoughtful extension of Chanel’s legacy, a tribute to its roots and a daring step forward into its future.

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