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

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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

Wedge Mules Are Making Their Way into Spring Collections

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Street style de París.Edward Berthelot/Getty Images

From mules to pumps to sandals, the return of wedges came in a full circle. Isabel Marant’s Bekett trainers and ’90s-inspired thong sandals, which anticipated the shoe trend, contributed to the comeback of these styles. They will also be available as heeled mules in spring 2026, the design is reflected in the name. Designed with comfort in mind, most styles feature walkable heels under three inches.

ALAÏA satin wedge mules — photo: mytheresa.com

Street style has already embraced the shoe, with fashion insiders in Milan and Paris combining pops of red with skirts and minidresses for a modest lift, as well as traditional black leather. Wedges can also be worn with loose-fitting tailored clothes or jeans. This is a refreshing change from spring regular footwear, ballerinas and Mary Janes.

 

Victor Virgile//Getty Images

One thing that makes this shoe appealing is the modest heel, which is still high but comfortable, and also it’s clean finish. There are no unpleasant ankle straps or fussy frills; instead, it is defined by its backless design and supportive wedge heel, crafted from materials like satin and leather.

Edward Berthelot//Getty Images

For those wishing to invest in a trend that blends ease and everyday wearability, wedge mules are a reliable alternative that doesn’t sacrifice style. This balance between function and fashion is exactly why the shoe is gaining pace again. Today’s versions feel refined rather than bulky, aligning with the current shift toward simple but classy and wearable design.

 

Reformation Marilyn Wedge Mule — Photo@ thereformation.com

Also beyond beauty, wedge mules also appeal to the modern consumer’s need for versatility. They transition seamlessly from daytime errands to evening outings without requiring a change of shoes, making them a practical addition to any wardrobe. Regardless of the type you choose, you’ll be set for spring and summer in style.

read also: Loafers Styling ideas You’ll Love  

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Willy Chavarria is Zara’s Newest Collaborator

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Willy Chavarria X Zara — Instagram

Zara is making waves with its latest collaboration with Willy Chavarria. The designer who has gained recognition for his New York Fashion Week shows will bring a new collection of clothing, jewelry, and accessories for men and women, which will be available on the 26th of March.

“This collaboration is a way for me to share the elevated aspects of the brand vision with a wider, more democratic audience,” Chavarria says. Entitled Vatísmo—the superlative form of ‘vato,’  the collection centers on community and cultural roots, with the term ‘vato,’ drawn from Chicano culture, expressing friendship, unity, and love.

Willy Chavarria X Zara — Instagram

Chavarria also brings his storytelling into fashion, for women’s clothing, he explored styles that have previously appeared in runway shows, such as his most recent, which was staged in the Dojo de Paris against a reconstructed New York street intersection. For Zara, he imagined “a mansion in Mexico City where a family with conflict lived,”drawing inspiration from 1980s American dramas like Dallas and Dynasty mixed with Mexican telenovelas.

The Willy Chavarria woman is represented by Christy Turlington in a Glen Luchford-lensed campaign. He highlights strong shoulders in sharply tailored jackets crafted from tropical-weight wool, patent fabrics, and leather. “I wanted to create pieces people will treasure for years. The quality is impressive,” he adds.

 

Willy Chavarria X Zara— Instagram

Willy introduces a fresh twist to his signature trousers, for women he introduces wide-leg trousers with pleats and tailored, loose-fitting, slightly-barrelled, elasticated options for men. Skirts range from rust-hued midis to acid-washed denim and tailored styles. He includes longline shorts in both categories for summer staples.

Basic pieces like rose-embroidered bodysuits, slogan t-shirts, and ribbed socks for daily use. Accessories like flowers, lace inserts, and gem-adorned gold jewellery add glamour. The logo-stamped minishorts in the men’s line are a playful seasonal staple, paired with a slogan tee, you’re instantly part of Chavarria’s ‘Nueva York’club. This Zara collaboration aims that Chavarria’s vision reaches both fans and a growing audience.

 

Willy Chavarria X Zara — Instagram

don’t miss: Willy Chavarria FW26 Show at Paris Fashion Week 2026

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Are Dark Washed Jeans the Latest Fashion Favourite

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Chloë Grace Moretz: Getty Images

Dark-wash jeans have become a popular fashion trend, offering a versatile option compared to regular denim. Their rich indigo colors give a neat appearance that works well in both formal and informal settings. Easier to style than black denim and more smart- looking than light-blue jeans, dark-wash jeans are gaining popularity, and fashion lovers are embracing them.

 

Rihanna — Getty Images

The resurgence of dark-wash denim is evident across various fashion platforms. For instance, in early 2026, New Yorkers embraced black and dark indigo jeans as the dominant denim wave, favoring cuts like wide-leg, cigarette, bootcut, and straight-leg. These jeans, available in stone-washed to deep black, and can be styled in countless ways. Celebrities such as Chloë Grace Moretz  have been photographed wearing straight-leg dark denim combined with similar denim shirts. Fashion influencers promote the versatility across social media, giving practical ideas for styling.

 

Chloë Grace Moretz in Dark-washed jeans image: TheStewartofNY//Getty Images

Designers such as Celine and Givenchy showcased dark-wash jeans prominently in their 2026 runway displays. Fashion experts highlighted many ways to style the jeans, such as rolled-up cuffs, baggy or narrow cuts, showing their flexibility. They work well with tailored blazers for a clean-cut look, or with casual tees, chunky knits, and trench coats for a relaxed vibe. Styling options range from classic neutrals to colorful pieces, giving plenty of ways to wear them.

 

Image Pinterest @ Styled by Ludovica Givenchy SS26

The appeal of dark-wash jeans is that they work with many styles. Regardless of your preference, whether high-waisted leg-lengthening fits or baggy styles, they go well with any outfit. Dark-wash jeans have established themselves as a contemporary wardrobe essential, and they will remain popular through 2026.

read also: Stunning Denim dress Looks for Sunny Days

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